Jacob’s Taste Curator is Blur’s cheese creator

Alex James

Jacob’s has named musician and foodie Alex James (pictured) as its new Chief Taste Curator, as part of a new collaboration and campaign – #CRACKINdiscoveries.

In his new role, James will be working to uncover new pairings and combinations for Jacob’s with the intention of enabling people across the UK to “taste a new type of lunch with added variety, flavour and fun”.

A recent survey commissioned by the savoury biscuit brand revealed that the national average lunch break is 15 minutes or less, with four 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 sandwiches for lunch, as the average Brit (71%) only manages 15 minutes or less on meal preparation per day.

Results also revealed that one-third of people surveyed are utterly bored by their everyday sandwich with more than half  citing “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.

James’ #CRACKINdiscoveries recipes with Jacob’s use kitchen cupboard staples, as well as fresh, seasonal produce – including some of the Blur bass player’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 aims to inspire consumers when it comes to lunchtime and showcase how versatile crackers can be for any occasion.

Jacob’s new Chief Taste Curator, Alex James, said: “Those who know me know how much I love food, particularly British produce, so when Jacob’s asked me to work with them on coming up with some #CRACKINdiscoveries, it made complete sense. I’m fired up and ready to go, and can’t wait to share some of the mouth-watering creations I’ve been coming up with Jacob’s, using produce from my farm as well as some of my own cheeses. They’re all about simplicity and convenience, but still packed full of flavour, and importantly, fun. Here’s to a cracking year!”

‎Jacob’s Savoury Marketing Director, Ted Linehan, added: “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.”

The #CRACKINdiscoveries the launch of Jacob’s £15m CRACKIN’ advertising campaign earlier this year, built on the core insight that even the smallest of snacks can deliver big satisfaction.