Rispino fails to survive Snack-a-Jacks assault

Masterfoods is admitting defeat and scrapping low-fat rice snack brand Uncle Ben’s Rispinos, after being “thoroughly beaten” by category leader Quaker Snack-a-Jacks.

Rispinos launched in 2000, backed by a &£1.2m television advertising campaign through D’Arcy. The product is available in three sweet flavours and three savoury. Masterfoods had hoped to capitalise on increased consumer interest in low-fat snacks, but instead became involved in a battle for shelf-space when Quaker launched Snack-a-Jacks at the same time.

Snack-a-Jacks gained an added advantage when sister company Walkers took over its distribution last year, giving it a valuable way into stores.

One industry insider says that Rispinos did not get effective marketing support and that the brand was “thoroughly beaten” by the Quaker product.

In 2001, Mars merged its UK petcare and food division to become Masterfoods UK (MW November 8, 2001). The same insider comments: “Since the businesses were merged, there seems to be no focus and because of this Rispinos suffered.”

Masterfoods’ biggest launch this year is bisc&, which launched last month backed by a &£15m marketing spend, including television advertising by Grey Worldwide London (MW January 23).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here