THIS WEEK: Jacob’s boosts brands by pounds 6m

Jacob’s Bakery is committing an extra pounds 6m to advertising and new product development in a bid to halt its decline in the flagging biscuit market.

Jacob’s Bakery is committing an extra pounds 6m to advertising and new

product development in a bid to halt its decline in the flagging biscuit


The increased funds, which represent a 20% hike in total marketing

spend, will go towards reviving the fortunes of well-known brands

Jacob’s Cream Crackers, Twiglets, Club and Trio.

The overhaul of the business follows a year-long strategic review by

managing director, David Freedman. He has reorganised the company’s

marketing structure along category management lines.

‘We have been as guilty as everyone else in this market of not putting

enough emphasis on innovation and consistent advertising strategies,’

said Freedman.

‘It’s been too easy to cut back on marketing spend to protect the bottom

line. But through a reorganisation of the business and some

rationalisation we have now created the extra funds we need for a bigger

push behind marketing,’ he added.

Twiglets, which has seen its share drop from 19.5% to 17.4% over the

past year, will be the first to benefit from the extra resources. A new

ad campaign for the brand, through Euro RSCG, breaks at the beginning of


The agency is also working on new campaigns for Jacob’s Cream Crackers

and countline biscuit Trio. Club is expected to be relaunched for the

second time in a year.

The Danone-owned company is also planning to rationalise its 1000 stock-

keeping units by 20% to improve efficiency.

Jacob’s ranking in the biscuit market has slipped from second to third

in the past year with total value share down from 10.5% to 9.2%. The

market as a whole has dropped 2.6% in volume.


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