United Biscuits is investing £6m in Jacob’s Cracker Crisps, rivalling Mondelez’s Ritz Crisp & Thin that came to market last month.

Jacob’s Cracker Crisps are available to retailers now and come in three flavours – Sea Salt and Balsamic Vinegar, Thai Sweet Chilli and Sour Cream and Chive, in 150g bags, RRP £2.09.

The launch is supported by a £4.5m marketing campaign from July, which includes TV advertising, sampling and in-store activation.

The Jacob’s brand will receive £14m this year as UB attempts to drive growth in the savoury biscuits category. Savoury biscuits currently make up 17% of total biscuit spend, compared to international markets such as the US and Australia where it is around 40%.

Ted Linehan, director of savoury brands at United Biscuits, said: “Through Jacob’s Cracker Crisps we have used our experience, alongside targeted consumer insights, to develop a product that delivers exceptional taste and texture.”