The ‘Original & Best’ for 130 Years

Jacob’s Cream Crackers celebrates 130^th anniversary as a kitchen cupboard staple

United Biscuits (UB), the leading international manufacturer of biscuits, snacks and cakes, is this month celebrating the 130^th birthday of its much loved Jacob’s Cream Crackers. First devised in Dublin by William Jacob in 1885, the ‘Famous Creams’ remain the UK’s number one savoury cracker and have risen to a brand worth £26m today[1].

With both its distinctive recipe and expert baking techniques barely changed in its lifetime, Jacob’s Cream Crackers has remained the market leader throughout. As a mainstay of kitchen cupboards everywhere, it has a current household penetration of more than 21% – a figure that continues to grow, currently up 1.9% Year-on-Year[2].

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 therefore 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)[3].

Famed for its simplicity, the Jacob’s Cream Cracker is baked with a level of intricacy and care that is often unseen by its loyal fan base. Produced at UB’s Aintree factory in the UK, which celebrated its own centenary last year, the process sees the dough fermented and allowed to rise for seven hours. It is then carefully rolled out to create twelve distinct layers which are stacked and cooked to create its famous thickness and flaking texture – all just as it was in 1885.

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.

“It is also deeply nostalgic. Despite a rapidly changing society, the distinctive packaging and advertising for Jacob’s Cream Crackers has consistently staked its claim as the ‘Original & Best’, ranging from 1911 with the introduction of ‘The Original Famous Creams’, through to its logo revamp in early 2015. As one of our flagship products, it has benefited strongly from our Jacob’s Masterbrand strategy over the past year, and we are continuing to invest significantly in innovation and promotional activity, looking ahead to 2016.”

Jacob’s has been baking crackers for 130 years and has used its expertise to develop a broad range of crackers including Choice Grain, High Fibre Cream Cracker and Cornish Wafer, these come together in range of assortments, including Jacob’s Biscuits for Cheese Selection which are the perfect accompaniment for every cheeseboard at Christmas.