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.
In 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 our-brands/jacobs

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