Jacob’s reaches a cracking age

Jacob's Cream Crackers

Crumbs! Who’d have thought it? Jacob’s Cream Crackers celebrates its 130th birthday this month.

First devised in Dublin by William Jacob in 1885, the ‘Famous Creams’ remains the UK’s number one savoury cracker and has risen to a brand worth £26m today.

Although 130 years old and counting, the brand has also shown that it can move with the times, innovating with a range of portion and pack sizes to suit a variety of snacking occasions. Jacob’s Cream Crackers continues to lead the category, tracking above the overall UK cream cracker segment, boosted by strong growth for its formats including 200g (+39% in value YOY) and Snack Pack (+10% in value YOY).

To coincide with the brand’s milestone anniversary, Jacob’s is creating the ‘longest ever cheeseboard’ to celebrate the occasion. As a long-established favourite accompaniment to cheese, the Jacob’s Cream Cracker will take centre stage on a cheeseboard stretching along the entire Tower Bridge Walkway in London.

Ted Linehan, Director of Savoury Brands at United Biscuits, commented: “The key to the longevity and success of Jacob’s Cream Crackers as the market leader is due, in no small part, to their brilliant simplicity. While we are constantly looking at ways to develop the brand and ensure it stays modern, it remains the classic cracker, using the same ingredients and special baking techniques as it has for 130 years.”