Pladis has expanded its Jacob’s Mini Cheddars brand portfolio with a trio of limited-edition flavours that are inspired by regional cheeses.
The three flavours – which include Ploughman’s Cheshire Cheese, Strathdon Blue Cheese and Dragon’s Breath Chilli Cheddar – spotlight different regional cheeses from England, Scotland and Wales.
“By drawing inspiration from some of the most delicious cheeses from across Great Britain, we’re bringing our ‘Baked with Real Cheese’ message to life, while celebrating some of the best cheese flavours on offer. The result is a trio of snacks which really hit the spot when it comes to taste,” said Christopher Owen, marketing controller at Pladis UK & Ireland.
The Strathdon Blue Cheese and Dragon’s Breath Chilli Cheddar packs will swap ‘Mini Cheddars’ for ‘Wee Cheddars’ and ‘Cheddars Bach’ respectively, paying homage to the products’ Scottish and Welsh roots.
The introduction of the new range will also be accompanied by a brand redesign, which will roll out across all Mini Cheddars packaging.
The regionally inspired range marks the fourth generation of limited-edition flavour variants for Jacob’s Mini Cheddars since 2017, which Pladis says has contributed £18 million worth of sales to the brand.
“Not only has our flavour innovation worked wonders for the category in terms of fuelling growth, it has enabled us to build on and diversify our core portfolio by adding permanent SKUs to our range. In fact, Red Leicester – which was part of the original Choose You Cheese campaign – is now our second biggest flavour,” said Owen.
Multipacks of the new Mini Cheddar variants are available now in Tesco and will roll out across other major retailers from 19 April for an RRP of £1.79.
Last December, Pladis announced the launch of Jacob’s Mini Cheddars Sticks in two flavours.
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