pladis responds to demand for healthier series with reformulated Twiglets and Go Ahead slices

Global snacking group Pladis has delivered a major recipe enhancement of its classic Jacob’s Twiglets series, which has now been revamped with  60% less salt, that notably results in it being classified as outside restrictions on HFSS products, writes Neill Barston.

As the company noted, its latest reformulation comes alongside a fresh new look across the well established brand’s portfolio which is now worth £11M1, 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.

Fruit slices healthier release

In addition to its upgraded Twiglet series, the company has also moved to take advantage of demand for healthier biscuit with its number one bestseller – Go Ahead Fruit Slices.

Valued at a total of £13 million, the brand’s recipe update will offer shoppers even more fibre, now with less sugar and salt. Consisting of the same light-textured, crispy baked biscuit – encasing the brand’s signature chewy sultana, currants and fruit flavour filling – each individually packaged portion comes in at an average of just 54 kcals per slice.

The introduction of a healthier, non-HFSS recipe will help retailers tap into increasing consumer demand for healthier snacking options. It comes hot off the heels of a recipe update for Go Ahead’s popular Fruit & Oat Bakes in February this year and marks the next step in pladis’ ongoing efforts to offer shoppers even more choice when it comes to snacking.

“With a heightened nationwide focus on health, more and more shoppers are actively seeking snacks which deliver on both taste and health credentials,” says Charlotte Priest, Senior Brand Manager – Go Ahead at pladis UK&I. “This means that now, more than ever, Healthier Biscuits represent an attractive and scalable growth opportunity for retailers.”

“As the leading brand in low calorie snacking, Go Ahead is perfectly placed to help retailers unlock additional Healthier Biscuits sales. In fact, the uplift in demand for products which fall under this sub-category is something we’re already seeing reflected in the performance of the brand – worth £30.1M and growing +2.8%.


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