PepsiCo’s rice cake brand Snack a Jacks is adding three new lines to its range this summer – Jumbo Punchy Black Pepper & Sea Salt (RRP £1.79), Jumbo Cool Sour Cream & Chive (RRP £1.79), and Multipack Sizzlin’ Barbeque (RRP £1.70) to tap into current flavour trends within the segment.
The Rice Cake segment of the savoury snacks category is growing 3.9%, with Snack a Jacks having a market share of 32%. All three flavours are under 100kcals per serving and non-HFSS.
The new Snack a Jacks line extensions are the latest in PepsiCo’s efforts to transform its snacks portfolio to offer non-HFSS alternatives, and form part of the business’s ambitions for half of Walkers’ snacks sales by 2025 to come from products that do not classify as HFSS or from products sold in portions of 100 calories or less.
The launch will be supported by a multi-channel campaign with a focus on digital and radio. The creative will centre around celebrating busy family lives, focussing particularly on the ‘back to school’ calendar moment, and how Snack a Jacks are ideal in this situation as they can be eaten straight out of the bag as one of a child’s two recommended snacks a day, or as part of a bigger meal.
Lizzie O’Connell, Senior Brand Manager for Snack a Jacks said: “As the UK’s favourite rice cake brand, we’re proud to be driving flavour innovation within the Rice Cake segment and giving our consumers more of what they want. It’s vital to us that our snacks are full of flavour and allow consumers to feel good about what they are eating.We are proud that our new products do exactly that.
“With HFSS regulations on the horizon, they are a must stock for retailers looking to meet consumer demand for smarter snacking options that don’t compromise on taste. This is another step forward in our ambition to transform our portfolio and offer more NHFSS snacking options.”
