Snacking company, Carr's have partnered with chef Tom Kerridge to give Brits the confidence to experiment with new foods and flavours and transform how they eat at home.
Carr's Creations, a series of five online recipes, will be released to followers once a month on the company's Instagram channel over the summer.
Not just for cheese, Kerridge's recipes to go on top of a Carr’s cracker have been designed to help get the nation off ‘autopalate’, as research commissioned by the brand shows that a year of lockdowns and restaurant closures has meant one in four Britons haven't tried any new foods in the past year.
The recipes will start with Kerridge's 'Reuben style' pastrami and swiss cheese Table Water biscuit sandwich. A twist on the classic salt beef sandwich, Kerridge's recipe uses large Carr’s Table Water biscuits which have been baked in a brick oven in Carlisle, Cumbria following the traditional recipe from 1831 using flour that has been milled locally.
The brand campaign is supported by a £1m contemporary redesign and market relaunch that will debut a fresh new look for the first time in nearly a decade and spotlights Carr’s baking heritage.
"Carr’s’ baking heritage spans 190 years, so we like to think we know a thing or two about savoury snacks,” says Alex Payne, Marketing Brand Manager – Carr’s, pladis UK&I. “We pride ourselves on the quality, flavour and signature texture of our products, along with the unique heritage story of JD Carr. With even more opportunities to get creative in the kitchen – whether we’re lunching ‘al desko’ or getting back together with friends and family in our homes and gardens – through our partnership with Tom Kerridge on Carr’s Creations, and our new on-pack serving suggestions, we want to inspire consumers both familiar and new, to broaden their palates and get off ‘autopalate’ by trying something different.”