According to market research conducted by Jacobs, consumers still associate its cream crackers with “the last course at 1970s dinner parties”, prompting the company to launch a new £3m advertising campaign aimed at making the product more “relevant” to modern lifestyles.

Now owned by French food giant Danone, Jacobs Crackers have been on the British market for more than a century having been developed in 1883 by George Jacob. Last year, they commanded a 50% share of the UK cracker sector.

The new TV campaign aims to reinvent the brand as an addition to modern, more informal, parties, and will coincide with a launch of new cracker varieties, including Thai Bites, Italian Crackers and Herbs and Spices.