Branding News: Snack-a-Jacks puts £4m behind variants

Quaker's Snack-a-Jacks, the low-fat snack brand, is planning a major expansion of its range, including its first non-rice based products, Mini Bagels and Mini Breadsticks.

The brand, owned by PepsiCo, will invest £4m in the launch next year. The activity will include TV ads created by Abbott Mead Vickers BBDO.

The launch marketing will appeal to consumers seeking healthy snack options following the excesses of Christmas and the New Year.

Both the Mini Bagels and Mini Breadsticks packs will contain less than 10% fat. They will target consumers who want an alternative to Snack-a-Jacks' rice cakes.

To distinguish the lines from the core products, design agency Vibrant has created packaging that displays the bagel and bread-stick snacks, giving them 'handbag appeal' and a fun positioning.

The packs will be available in major multiples from January.

The expansion marks the latest salvo in a war between the snack brands that has seen Snack-a-Jacks dominate the market.

In September, rival Jacob's cut back the number of products in its Thai Bites range, worth £7.5m in 2004, in the face of fierce competition.

The rise in popularity of rice-based snacks has been matched by increased marketing investment. Snack-a-Jacks gave its main brand and Mini Bites offerings a combined advertising budget of more than £3m in 2004, according to Nielsen Media Research.

The brand's rice snacks captured an estimated 16% of the UK non-sweet biscuits market, worth a total of £285m, this year, according to Mintel - double that of nearest rival Jacob's Cracker Collection. Own-label snacks accounted for 43% of sales.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message