Jacob’s Bites snackable cracker tempted new shoppers with its stand-out design, and 10% of buyers were new to the savoury snacking aisle.
The UK savoury biscuit category was seasonal and under-shopped until Jacob’s Bites changed everything in 2024. In one year, Bites redefined the aisle, stole share from crisps, helped turn Jacob’s from penetration decline to penetration growth, and delivered £8.4million value sales against a £6million target.
Developed by Pladis and Dragon Rouge, Bites challenged established category codes with a new visual snacking language. The design work drove every decision from structural format to in-store activation, delivering an impactful holistic experience from point of sale to social, boldly grabbing attention in-store and out of home.
Bites’ visual disruption at shelf reignited retailer confidence in the brand, unlocking distribution space, including coveted aisle-end and off-shelf space. The range’s top two SKUs were listed across all major UK multiples, contributing to a +32% increase in distribution points for Jacob’s.
