Jacob’s Mini Cheddars celebrates Britain with limited edition flavours

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Snacking company Pladis is launching three limited edition Jacob’s Mini Cheddars variants inspired by “best-loved regional cheeses”.

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The new flavours include Ploughman’s Cheshire Cheese (England), Strathdon Blue Cheese (Scotland) and Dragon’s Breath Chilli Cheddar (Wales) and will be available from 19 April in 6x25g multi-packs (£1.79).

The Scottish and Welsh flavours also feature new logos and names, swapping ‘Mini Cheddars’ for ‘Wee Cheddars’ and ‘Cheddars Bach’ respectively, “to clearly showcase the flavours’ regional roots”.

The launch will be supported by PR and social media activity, as well as shopper marketing and in-aisle POS and secondary displays.

Pladis said the launch aims to increase penetrations amongst younger shoppers aged between 25 and 45, as well as support incremental sales and “target alternative consumption occasions”.