Cheddar brand Pilgrims Choice has announced a major new partnership with comedian and self‑styled “culinary anarchist” George Egg as part of its 2026 Bite Into Bold marketing campaign.
The collaboration will launch at the end of the month with the Flavour First Aid Kit, a limited‑edition collection designed to inspire kitchen creativity. The kit pairs Pilgrims Choice Cheddar with Egg’s selection of spices, sprays and sauces aimed at transforming everyday meals.
The campaign comes ahead of a number of NPD launches for the brand later in the year.
