Source: Pladis
Twiglets now contain 60% less salt
Pladis is reformulating Twiglets to make the longstanding snack brand HFSS-compliant.
Twiglets has been given a new recipe containing 60% less salt, alongside a major rebrand playing up “the benefits the snack can offer shoppers”, according to Pladis.
These benefits included fibre content and high levels of wholegrain, it said. New packs will also communicate the fact that Twiglets are oven baked rather than fried.
Thechange means the snacks will now be able to be promoted when the new rules kick in. The reformulation was achieved by changing ingredients rather than cooking method.
Updating the recipe was “not something we took lightly”, said Pladis marketing director for savoury Leighton Wall. “However, after comprehensive consumer testing, we’re confident that we’ve hit the mark.”
The new 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”, he added. “Die-hard Jacob’s Twiglets fans have told us they actually prefer the new taste.”
The new look and recipe roll out this month across the entire Twiglets range of formats including multipacks, sharing bags and caddies.
Twiglets certainly isn’t the only snacks brand getting a makeover ahead of the change in rules.
Pladis rival KP, for instance, has announced plans to reformulate and launch non-HFSS NPD across a swathe of its bestsellers, including Popchips, Hula Hoops Puft and Tyrrells.
