The award-winning comedian and culinary anarchist joins the cheese brand to ignite a flavour revolution – and he’s bringing his power tools
Pilgrims Choice has officially announced a major new partnership with award-winning comedian and culinary anarchist George Egg.
The collaboration sees the UK’s No.2 Cheddar brand joining forces with the ‘Snack Hacker’ to bring extra bite and unforgettable flavour to its 2026 Bite Into Bold Marketing Campaign.
The partnership kicks off at the end of the month with the launch of the Flavour First Aid Kit, a toolkit for culinary creativity. Designed to shatter the routine of the daily grind, the limited-edition kit is the ultimate accessory for foodies looking to level up their lunch. The kit pairs the UK’s most adventurous, flavour-seeking Cheddar with George Egg’s secret ‘treasures’ – a curated selection of spices, sprays, and sauces designed to instantly transform standard dishes into an adventure.
George Egg, Comedian and Pilgrims Choice Partner, said: “I’ve spent years cooking in hotel rooms with irons and trouser presses, proving that you don’t need a fancy kitchen to make great food – you just need a bit of imagination. Pilgrims Choice gets that. They aren’t interested in being polite and predictable; they want to punch up the flavour. I’m thrilled to be partnering with them and can’t wait to show people how to take a standard Tuesday night dinner and turn it into something anarchic and delicious.”
Commenting on the new partnership, Sarah Burrow Pilgrims Choice’s Marketing Controller, said: “At Pilgrim’s Choice our mission is simple: we ‘dare dairy to be different’. This means challenging convention, steering clear of the bland, and making every cheese moment a little more epic. We want to be the boldest block on the ‘block’ and as such our partnership with George Egg, the culinary anarchist and original ‘Snack Hacker’, is a perfect fit.
“The partnership with George Egg is a key moment of our unapologetically fun, disruptive and full of flavour Bite into Bold campaign set to run throughout 2026. Featuring above and below the line activity the campaign will amplify what Pilgrims Choice stands for; flavour that hits harder and moments that taste better; and support a number of exciting NPD launches to be unveiled later in the year.”
George Egg is an award-winning stand-up comedian and ‘anarchist cook’ who has spent the last decade revolutionizing culinary comedy with his sell-out live shows that involve using power tools and hotel appliances to cook gourmet meals. The 2024 Fortnum & Mason Content Creator of the Year, George is the author of the Sunday Times Bestselling cookbook The Snack Hacker and the creator of his own signature ‘Snack Hacker Seasoning’ flavour dust, designed to instantly upgrade any food. A viral sensation with tens of millions of views, he is also a regular fixture on British airwaves, appearing on Bake Off: An Extra Slice, This Morning, and BBC Radio 4’s Loose Ends, making him the perfect partner to help Pilgrims Choice inject excitement into the nation’s meals.
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