Pladis will be launching a trio of limited-edition variants of its Jacob’s Mini Cheddars savoury snack brand.

The three new flavours – Ploughman’s Cheshire Cheese, Strathdon Blue Cheese, and Dragon’s Breath Chilli Cheddar – spotlight different regional cheeses from England, Scotland and Wales.

The new variants will be available to convenience and wholesale from 19 April, having launched in Tesco on 5 April. They will come in multipacks of six 25g bags at an RRP of £1.79, in recyclable packing through Pladis’ partnership with Terracycle.

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They mark the fourth generation of limited-edition flavour variants for Jacob’s Mini Cheddars since 2017. According to Pladis, these variants have contributed £18m in sales to the brand, which is worth £73m overall and grew 8% year-on-year last year. The supplier is targeting younger shoppers with the limited-edition variants.

Additionally, the new range will be accompanied by a total redesign for the whole brand, with a refreshed logo and increased focus on its ‘baked with real cheese’ selling point. The Welsh and Scottish variants will be renamed Cheddars Bach and Wee Cheddars respectively to reference their regional inspirations.

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“We’re putting a lot of investment into Jacob’s Mini Cheddars this year to continue to grow the brand, enabling retailers to benefit from new sales opportunities – and we’re really excited to see our latest cheese flavour variants hit shelves,” said Christopher Owen, Marketing controller at Pladis UK&I.

“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.”

Pladis will be supporting the launch with social media activity, in-aisle POS and displays.