Cracking the market

Moving the cracker market into another dimension, is this year’s Highly Commended entrant in the Baked Goods Category — Tucker’s Natural Gourmet Crackers.

With a list of natural ingredients, wrapped up in eye-catching packaging, with multiple holes for visual effect, the product manages to maintain its hand-made appearance and appeal.

“We’re very proud of our win,” said managing director, Sam Tucker. “It’s quite nice to be from a small business and be in the same competition as some of the large companies. It’s great to know that you’re competing at that level and being recognised for your achievements.

“No one will ever know just how much hard work went into this product. Ultimately, sales results are the biggest reward for the work, but to then have it further recognised by your peers in an industry night is wonderful.”

Created in response to the growth in global market demand for authentic, premium crackers and biscuits, Tucker’s has focussed on staying true to the brand while responding to the latest flavour trends. The process, a development on the company’s handmade heritage, is able to produce a premium quality, gourmet product, in commercial quantities. The unique production delivers the all-important inconsistencies in the product, giving it a completely handmade appearance.

Tucker’s packaging is also a key selling point — communicating brand philosophy, and visually engaging consumers.

The crackers’ distinctive shape makes them ideal for serving with dips, cheeses, hors’douvres, salads, with main meals, soups, desserts, hot and cold drinks and to decorate platters. Being more robust than others on the market, they do not break easily and carry toppings as well as dip well, making them extremely practical. And, according to Tucker’s, you can even double dip without causing cross contamination — now that’s innovation you can really sink your teeth into!

Lena Zak is the editor of FOOD Magazine.

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