Jacobs Bakery brands face axe in wake of United Biscuits review

United Biscuits (UB) has started a review of the biscuit brands that it recently acquired from Jacobs.

Bakery with a view to scrapping competing and underperforming brands.It is understood that the review is due to be completed in February, when the company also plans to announce its new structure. It is not clear what the changes will mean for Jacobs’ marketing team, which includes marketing director Graham Hunter.

UB, which acquired Jacobs in September, is looking at the conflict between a number of the products from Jacobs and its own range of biscuits. The Club chocolate biscuit, which competes with UB’s Penguin, is understood to be one of several brands that could be scrapped. The enlarged company is also planning to slim down its traditional biscuit range, which includes long-running brands such as Crawfords and Family Circle.

UB is also keen to develop into the healthier snacks range and is understood to be reviewing the position of Jacobs Thai Bites with a view to either taking it under the Go Ahead! brand or scrapping the brand and launching an entirely new product.

An industry source says that there is a question mark over the future of brands such as Club, but claims that this does not mean that UB is ruling out the possibility of scrapping its own under-performing products. She adds that Jacobs was understood to be planning a number of new products for next year, but it is now unclear whether these will go ahead.

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 3711 or email subscriptions@marketingweek.com

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