Jacobs Cream Crackers - has the recipe or baking method changed? The newer ones taste like cardboard.

[PositivelyGlowing]

Have noticed that newly purchased Jacobs Cream Crackers are incredibly bland - they lack that 'creamy' taste and texture. It's like chewing on crispy cardboard.

Have sampled a few packs and they're all the same.

Has anyone else noticed this?

What changed? The recipe or the baking method?

I thought this too, better with some good salted butter!

Agreed. We used to buy the fibre ones in the brown packet too. Bought these recently at a silly price and they tasted like the old ones (orange packet) so try that if you’re willing to pay it. I wont again.

Do let me know if you get some decent ones from another brand

Thought I'd look up some reviews and stumbled across a comparison article - now bearing in mind that this is from March 2026 (and things may have changed with the other crackers that were sampled), therefore the Jacobs Cream Crackers didn't then have their very recent cardboard taste, the Asda crackers came out best with 10/10

https://www.liverpoolecho.co.uk/whats-on/food-drink-news/tried-cream-crackers-aldi-lidl-33603525

second best was Sainsburys (which aren't that highly rated on the Sainsbury site) but I may try them next as there's no Asda near me.

I will add that I also tried the Morrisons cream crackers a couple of months ago - they were very similar to the newer Jacobs; a cardboard taste and crisp, but at least they were half the price.

Yep I’ve noticed that too they seem to be different and tasteless now…

Presumably they have changed for reasons of cost savings by the manufacturer? I'm certainly going to be trying some other brands.

Asda are much nicer. Asda digestives are lovely too, since McVities ruined theirs.

Will try Asda thanks all

Bet you it's palm oil. It's bloody everywhere 🤮

Aldi ones still taste how Jacob’s used to
morrisons also taste like cardboard totally no taste

M&S ones are lovely and not expensive

I second M&S ones, 65p for a big pack and are lovely

We are a household addicted to Aldi cream crackers. We eat them with butter, cheese or plain by the handful. I honestly think they would be my death row final meal!

Oh for some reason I never thought of M and S for cream crackers, I'll give them a go.

They’ve definitely changed the recipe they don’t taste the same any longer. M&S are good I’ve tried those but usually buy Jacob’s but won’t now they’ve messed with them

Aldi have some lovely crackers, flour, yeast, salt and olive oil. I think that's all? Only a small pack though, I could eat in one sitting.

Thanks to you and everyone else for your replies.

They changed it a few years back DH bought some and said they were disgusting I forgot and bought some the following Christmas and i agree with him.

Ritz crackers changed a good few years ago and arent the same either but are just bearable

I thought I was imagining it, but I agree.

Aldi's own brand are perfect.

I'm never going to forgive the makers of Ritz crackers. They're barely even crispy any more.

Jumping on the cracker wagon I've had to stop buying Carrs water biscuits as EVERY SINGLE CRACKER has been broken in every pack I bought for months. Highly annoying. Not sure if it's the crappy packaging or the supermarket staff - and I've bought them from Sainsburys, Booths, Asda and Morrisons recently.

I've been buying Jacobs Cream Crackers weekly for years and this change is very recent, in fact during the past month or two.

yep the change is very recent in the last month or so…taste is not the same at all.

Fun fact: Jacob's Cream Crackers are still baked in Aintree, Liverpool (for the British market), as they have been since 1914, but they originated in Dublin in 1885.

However, the company that owns the manufacturer, United Biscuits, is called pladis, which is Turkish.

I've also learned that sometimes the UK will get stock from other manufacturing sites, such as Portugal, if there are any production problems in the UK.

Also, currently the Aintree factory is undergoing a huge refurbishment with new ovens, etc. Seemingly our packets are though still manufactured in the UK as they have a 'V' after the Best Before Date, indicating Aintree.

So my best guess as to the changes we are noticing is that the new ovens are baking them differently AND maybe a recipe change.

If anyone wants to email the company and enquire about the changes the email address is: [email protected]