British savoury snack maker Jacob’s has announced its partnership with musician and foodie Alex James, as its new Chief Taste Curator for the brand, as part of a new collaboration and campaign – #CRACKINdiscoveries. Alex will work with Jacob’s to come up with inspiration and delicious recipes, helping Britain to re-think their lunch and discover new ways they can enjoy crackers, a lighter alternative to bread.

Alex James - Jacobs-15-August-138In his new role, Alex will be working with the nation’s much loved savoury biscuit brand to uncover new pairings and combinations with Jacob’s that will ultimately enable people across the UK to taste a new type of lunch with added variety, flavour and fun.

A recent survey commissioned by Jacob’s revealed that the national average lunch break is 15 minutes or less, with 4 in 10 typically eating at their desk when it comes to lunch at work. The survey also showed that lack of time is the leading reason people often resort to the boring old sandwich for lunch, as the average Brit (71%) only manages 15 minutes or less on meal preparation per day.

Results also revealed that 1 in 3 people surveyed are utterly bored by their everyday sandwich with more than half seeking new and tasty ideas (55%), having something quick and easy to prepare (61%) and wanting something budget-friendly (58%) as key considerations when it comes to choosing their lunch.

Alex’s #CRACKINdiscoveries recipes with Jacob’s use kitchen cupboard staples, as well as fresh, seasonal produce – including some of Alex’s own cheese – to celebrate the best of British, whilst ensuring all recipes are accessible, budget-friendly and easy to prepare. More broadly the partnership will not only inspire consumers when it comes to lunchtime, but showcase how versatile – and delicious – crackers can be for any occasion.

Jacob’s new Chief Taste Curator, Alex James, says: “Those who know me know how much I love food, particularly British produce, so when Jacob’s asked me to work with them on coming up with some #CRACKINdiscoveries, it made complete sense. I’m fired up and ready to go, and can’t wait to share some of the mouth-watering creations I’ve been coming up with Jacob’s, using produce from my farm as well as some of my own cheeses. They’re all about simplicity and convenience, but still packed full of flavour, and importantly, fun. Here’s to a cracking year!”

Jacob’s Savoury Marketing Director, Ted Linehan, said: “At Jacob’s, we know providing inspiration for our consumers is incredibly important, and when we started looking at UK lunchtime habits, we realised we had an opportunity to offer up a fresh, new take on lunchtime. We want to show that there is an alternative to the age-old sandwich, and Alex felt like the perfect fit as a partner to help us do this.  He is an innovator in everything that he does – from music to cheese – and has already proven his value in some of his first #CRACKINdiscoveries that he’s created with us. It’s most certainly going to be an exciting year ahead, working together to help reinvent lunchtime for the British public.”

The #CRACKINdiscoveries comes following Jacob’s launching its £15million CRACKIN’ advertising campaign earlier this year, built on the core insight that even the smallest of snacks can deliver big satisfaction, which the new partnership will continue to bring to life for consumers.

You can find out more about #CRACKINdiscoveries by following Jacob’s on Facebook and Twitter below, and also watching the trailer video here:



Click here for details of Alex James’s Big Feastival: “Three days of cheese, love and music”

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