Musician and foodie Alex James is the new ‘chief taste curator’ for Jacob’s. The partnership is part of a new campaign – #CRACKINdiscoveries.

James is working with Jacob’s to come up with inspirational recipes, helping British consumers to re-think their lunch and discover new ways they can enjoy crackers as a lighter alternative to bread.

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.”

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