pladis expands growing non-HFSS portfolio with the reformulation of its iconic Jacob's Twiglets recipe

pladis, the global snacking company behind some of the UK’s most loved and iconic brands, is updating the recipe for Jacob’s Twiglets. As well as showcasing its established high in fibre claim, the updated Jacob’s Twiglets recipe will contain 60% less salt, meaning it will sit outside restrictions on HFSS products.

This reformulation comes alongside a fresh new look across the entire Jacob’s Twiglets portfolio, which is now worth £11M, and at 11.1% household penetration. The redesign will put greater emphasis on the benefits the snack can offer shoppers – such as its fibre content and high levels of wholegrain, plus communicate the fact the product is oven baked, not fried.

Leighton Wall, Marketing Director – Savoury, at pladis UK&I, says: “Like the rest of our portfolio of savoury snacks, Jacob’s Twiglets have recruited a legion of fans thanks to their characteristic flavour. This meant updating the recipe was not something we took lightly.

“However, after comprehensive consumer testing, we’re confident that we’ve hit the mark. The new Jacob’s Twiglets recipe doesn’t just retain the brand’s familiar taste – it enhances it – and our improved recipe will help us offer even more non-HFSS choice to shoppers. What’s more, die-hard Jacob’s Twiglets fans have told us they actually prefer the new taste to the original!

“Meanwhile, wholegrain goodness and high fibre content have always been essential components of creating Jacob’s Twiglets’ great taste. Now, we’ve made these benefits the star of our new packaging and will be actively taking these important messages to shoppers.

“In addition to helping existing Jacob’s Twiglets fans learn more about one of their favourite snacks, demonstrating the brand’s points of difference will help us increase appeal across the board – perhaps even turning the heads of new shoppers on the hunt for healthier snacking options.”

Rolling into stores nationwide in May, the revised recipe and updated packs will replace the entire existing Jacob’s Twiglets range – including multipacks, sharing bags and caddies.

¹ Nielsen GB Total Coverage Grocery Multiples 52 we 23.04.22 vs YA

² Kantar Worldpanel Online 52 we 17.04.22 vs previous year