A new cracker range that unites a selection of established brands with soft cheese Laughing Cow is being launched this month through predominantly own label supplier Freshers Foods.
The first lines in the ambient Spreadies range contain two cream crackers, a portion of Laughing Cow cheese spread and a choice of either Branston Pickle or Marmite. An Ocean Spray cranberry sauce variant is also in the pipeline.
The move by Freshers, which is better-known for its Original Pork Scratchings brand, is understood to be the first time third-party brands have partnered to create a new range. Unlike previous brand tie-ups, such as Walkers' Marmite and Branston crisps variants, this has been entirely driven by Freshers.
"This is a unique venture and we are not aware of any other product that uses so many top brands in one product," said Alan Barnes, Freshers sales director.
"The product brings together British favourites in an appealing way for consumers. It presents a great opportunity for brands such as Marmite to extend its usage," he added.
Barnes said he selected Laughing Cow as the base product because Freshers had an existing manufacturing relationship with the brand's owner Bel UK. It also meant the range could piggyback on exposure from Laughing Cow's marketing activity. However, he added that the format could be expanded with entirely new brands.
All the ingredients are individually wrapped for freshness and a plastic spreader is provided in the pack. As both varieties contain fewer than 160 calories Freshers is hoping slimmers and health-conscious buyers in particular will pick up the range.
The packs, priced at £1.19, only have listings in independent retailers, although it plans to extend the range to multiples and forecourts.
Freshers distributes its Original Pork Scratchings via Booker, Blakemore and Parfetts as well as Tesco, Asda and Morrisons.
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