The Jacob’s brand has announced a partnership with musician and foodie Alex James, who will serve as its new ‘Chief Taste Curator’. The move is part of a new campaign, called #CRACKINdiscoveries, which will see Alex work with Jacob’s to come up with inspiration and delicious recipes, helping Britons to re-think their lunch and discover new ways they can enjoy crackers.
Alex’s #CRACKINdiscoveries recipes with Jacob’s use kitchen cupboard staples, as well as fresh, seasonal produce to celebrate the best of British, whilst ensuring all recipes are accessible, budget-friendly and easy to prepare.
The move follows a recent survey commissioned by Jacob’s, which revealed that the national average lunch break is 15 minutes or less, with 40% 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 standard sandwich for lunch, as 71% only manage 15 minutes or less on meal preparation per day.
Results also revealed that 33% were bored by their everyday sandwich, with 55% seeking new and tasty ideas, 61% wanting something quick and easy to prepare, and 58% wanting something budget-friendly.
Ted Linehan, Jacob’s Savoury Marketing Director, said: “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.”