Quaker, the US company owned by PepsiCo, has continued the roll out of its innovative low-fat snack, Snack-a-Jacks, with the launch last month in Spain following a highly successful debut in the UK.
The rice- and corn-based snacks have proved highly versatile, and Quaker promotes them as a breakfast bar, a mid-morning snack and as an aperitif. But it is the healthy aspect of the product which is the main thrust of the Quaker marketing strategy, with Snack-a-Jacks touted as a low-fat but flavoursome alternative to products such as biscuits or crisps.
Quaker's Spanish subsidiary said that the brand would be launched in the food retail sector nationwide - El Corte Ingles, Carrefour, Hipercor, Champion, Sabeco, Alfaro and other major retail chains have already begun stocking the brand - and in a range of sweet and savoury flavour variants and packaging formats.
For example, the family-sized Snack-a-Jacks Jumbo, which contain less than 5 per cent fat, come in cheese or caramel flavours, and contain 14 individual super-size snacks. The product will retail for around €1.90. Snack-a-Jacks Crispy, individual packets of smaller-sized snacks, contain less than 10 per cent fat and retail for around €0.80. They too come in the cheese or caramel flavours.
Quaker said that a nationwide TV advertising campaign for the brand would be launched this week, and that it was hoping that the brand would prove as successful in Spain as it had in the UK. While there was no indication of whether the brand would be rolled out into other European markets in the future, the positive reaction in the UK and the general trend towards healthier food products suggests that a pan-European launch for Snack-a-Jacks should not be ruled out. After that, of course, the key will be to crack Quaker's home market in the US.