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Product news: Cheesey threesome

Tracy West ·

Jacob’s is extending its Mini Cheddars range with the addition of three new flavours: Red Leicester, Stilton and Smoked Applewood. They are available in multipacks; rrp £1.88.

Rolling out from this month, the range will be supported by a £4m media campaign including advertising, PR and digital activity. There will be a new TV ad airing from July, featuring the fictional “'Cheddar Appreciation Society” and its stance on the new cheese arrivals. The range will also be supported by an in-store shopper campaign, focused on driving awareness and trial of the new cheese flavours through in-store media, competitions and sampling activations.

Steve Monk, marketing lead - savoury, comments: “We know that flavour remains a key driver for the crisps and snacks category so we’re very excited to add these three new, tasty flavours to the Mini Cheddars range – designed to appeal to fans and cheese lovers everywhere!”

“Mini Cheddars continues to be a firm family favourite, worth £54.1m in MAT sales (Nielsen) and with an impressive 53.4% repeat rate (Kantar data), however we want to ensure we are always developing the range to keep it fresh and exciting for consumers and our customers.”

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