United Biscuits (UB) says it is launching its biggest NPD for the business this year with the introduction of its new Jacob’s Cracker Crisps.

Rolling out from today, the new range will be supported by more than £6m in investment across advertising, in-store retail activity and improved production line capabilities.

The new range will be available in three variants – Sea Salt and Balsamic Vinegar, Thai Sweet Chilli and Sour Cream and Chive – and will launch initially in a 150g sharing bag, with a 40g handy-pack variety due for launch later in the year.

The launch will be supported by a £4.5m media spend including a television advertising campaign from July, featuring the ‘Jacob the Baker’ character first seen in 2014.

Ted Linehan, director of savoury brands at United Biscuits, commented: “We have over a century of baking expertise and our products are loved by consumers around the world. Our portfolio is 100% baked, and with an ever-increasing emphasis from consumers on healthier eating, ‘snackable crackers’ are poised to boost further growth in the category at large.

“Through Jacob’s Cracker Crisps we have used our experience, alongside targeted consumer insights, to develop a new product that delivers exceptional taste and texture, meeting evolving consumer needs in this space. This is a major launch for UB following our recent moves in this space, cementing our position as the consumer go-to in sharable baked snacks.”

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