Quaker has ditched its Spudz brand in favour of bringing the potato and rice-based snack firmly under the Snack-a-Jacks umbrella.
Spudz was launched only last year with the backing of a £5m marketing campaign (The Grocer, August 2 2003, p54) and according to Quaker has been a successful brand.
However, according to Quaker, Snack-a-Jacks has become a £50m brand since its launch in January 2000 and the rebranding of Spudz has been designed to tap into that success.
As well as the new branding, Quaker has introduced three new flavours - sour cream & chive, tangy tomato & red pepper and mature cheddar & red onion - and, it appears, heeded advice from the Food Standards Agency by reducing salt levels by 50%.
Trade marketing controller Cath Keitz said the rebranding would strengthen the Snack-a-Jacks brand.
“Our research told us that consumers love the taste and texture of Spudz, so we have taken this and introduced three new flavours, for the more sophisticated palate, and relaunched Spudz as Snack-a-Jacks Mini Bites,” she added.
Like Spudz, Mini Bites will target the evening snack market and have wider appeal to both children and men than the core Snack-a-Jacks range.
Mini Bites will be available in a 120g sharing pack (rsp: £1.49) and a 28g impulse bag (rsp: 49p). The relaunch will be supported by a £2.5m television and press advertising campaign.
Spudz was launched only last year with the backing of a £5m marketing campaign (The Grocer, August 2 2003, p54) and according to Quaker has been a successful brand.
However, according to Quaker, Snack-a-Jacks has become a £50m brand since its launch in January 2000 and the rebranding of Spudz has been designed to tap into that success.
As well as the new branding, Quaker has introduced three new flavours - sour cream & chive, tangy tomato & red pepper and mature cheddar & red onion - and, it appears, heeded advice from the Food Standards Agency by reducing salt levels by 50%.
Trade marketing controller Cath Keitz said the rebranding would strengthen the Snack-a-Jacks brand.
“Our research told us that consumers love the taste and texture of Spudz, so we have taken this and introduced three new flavours, for the more sophisticated palate, and relaunched Spudz as Snack-a-Jacks Mini Bites,” she added.
Like Spudz, Mini Bites will target the evening snack market and have wider appeal to both children and men than the core Snack-a-Jacks range.
Mini Bites will be available in a 120g sharing pack (rsp: £1.49) and a 28g impulse bag (rsp: 49p). The relaunch will be supported by a £2.5m television and press advertising campaign.
No comments yet