The Danone-owned firm aims to draw new consumers into the sector. The product is aimed at a younger audience than Thai Bites, which has grown into a £12m brand. Jacob's aims for Jaco Bites to be eaten by young adults in the evening alongside a drink.
Jaco Bites are light, regular-shaped crackers, thicker than a crisp, with visible powdery flavouring. Due to launch at the end of this month, they come in three flavours: Blazing BBQ, Tempting Tandoori and Passionately Pizza. They are available in two sizes: a 50g snack pack and a 150g flat-bottomed sharing bag.
James Crabb, who was appointed to the post of brand manager overseeing snacking crackers earlier this year, is overseeing the launch.
The brand proposition has been devised by Elephants Can't Jump, with pack design by Bloom. TV ads, which will air next year, are by Euro RSCG Wnek Gosper.
Launch marketing will focus on in-store activity, with sampling that will reach four million people.
Jacob's share of the biscuit market fell from 7.3% in 2001 to 7% in 2002, according to Information Resources.
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