Jacob's

What Jacob's does

Jacob's is a heritage biscuit and cracker brand founded in 1851 and headquartered in Loughborough, United Kingdom. The brand produces baked snack products including crackers, biscuits, and Jaffa Cakes, and is positioned as a classic, mass-market snacking brand within the broader pladis portfolio of confectionery and snack brands. Jacob's operates as a brand-level entity without separate ownership structure, sitting alongside sibling brands such as McVities, Godiva, Ulker, Carr's, BN, Flipz, Go Ahead, Sultana, Turtles, and Verkade under pladis.

The company's underlying technology centers on baking and snack food manufacturing, with production capability distributed across pladis's 27 bakeries in 11 countries, including dedicated facilities in the UK (Wigston, Carlisle) and Vertou, France. Manufacturing operations are supported by specialized production lines, such as the dedicated Mini BN line at the French facility. The combined baking heritage across pladis's portfolio brands exceeds 300 years, providing deep category expertise and recipes.

Jacob's commercializes through a traditional consumer packaged goods (CPG) sales-led go-to-market motion, selling products through major supermarket chains and retail outlets in more than 110 countries. Revenue is generated through one-time product sales of snack and biscuit items at retail price points. The brand serves horizontal consumer segments including general consumers and households for everyday snacking, family consumption, and gifting. The parent company pladis employs 16,000 people globally and recorded £3.2 billion in revenue in 2024, though brand-level revenue for Jacob's is not separately disclosed.

Name

Jacob's

Legal name

Jacob's

Website

https://jacobs.co.uk

Company type

Private

Founded year

1851

Operating status

Operating

Short description

Jacob's is a heritage biscuit and cracker brand founded in 1851, owned by pladis, producing baked snacks and Jaffa Cakes sold through major retail chains in over 110 countries, serving general consumers and households for everyday snacking and family consumption.

Ownership category

akta.pro rank

Product category

Biscuits and Crackers

NAICS

Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Cookies & Crackers (2052)

akta.pro primary industry

Cookies, Biscuits & Crackers Manufacturing (AFAKAAAC)

akta.pro secondary industries

Cookies, Biscuits & Crackers (CRADABAD), Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)

Keywords

• Biscuit snacks
• Cracker brands
• Packaged snacks
• Heritage bakery
• Confectionery products

Headquarters

HQ city

Loughborough

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Snack and biscuit product sales: Revenue generated from the manufacture and sale of snack products including biscuits, chocolate, and other confectionery items through retail distribution channels.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Jacob's produces and sells branded biscuits, crackers and related snack products for everyday consumer consumption. Products are manufactured at pladis-owned bakeries and distributed through supermarket and grocery retail channels in more than 110 countries.

Product overview

Jacob's is a single core product brand (biscuits/crackers) within pladis's diversified portfolio of snack and biscuit brands. It operates alongside other pladis owned brands including McVities, Godiva, Ulker, BN, Carr's, Flipz, Go Ahead, Haansbro, Sultana, Turtles, and Verkade. The brand is positioned as part of pladis's global snacking offering spanning 27 bakeries across 11 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Jacob's biscuits and crackers Heritage biscuit and cracker products sold to consumers through retail and grocery channels globally as part of pladis's snacking portfolio.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Parle Products: India's largest biscuit manufacturer (Parle-G, Hide & Seek), a direct peer in the branded biscuits category with heritage positioning and mass-market distribution.
• Arnott's Biscuits: Australia's leading biscuit and cracker brand, a direct comparable as a heritage biscuit manufacturer serving a geographically concentrated market with classic SKUs.
• Huntley & Palmers: Heritage UK biscuit brand with a long history, directly comparable to Jacob's as a premium heritage biscuit brand targeting similar consumers and occasions.
• Walkers Shortbread: Heritage Scottish shortbread and biscuit brand sold globally through retail channels, directly comparable to Jacob's as a premium UK-origin biscuit brand.
• Burton's Foods: UK biscuit manufacturer producing Maryland Cookies, Wagon Wheels, and Jammie Dodgers, a direct competitor in the UK branded biscuit category.
• United Biscuits (Yıldız Holding): UK and European biscuit company (McVitie's rival before pladis acquired McVitie's) producing Jacob's Cream Crackers competitors like Carr's Water Crackers and Twiglets.
• McVitie's: Sister brand under pladis and the UK's leading biscuit brand, directly competing with Jacob's in the same category across similar retail channels and households.
• Bahlsen: German biscuit and cracker brand sold across Europe and globally, directly comparable as a heritage European biscuit manufacturer targeting similar retail customers.

Broad incumbents

• Mondelez International: Global CPG incumbent owning Oreo, Belvita, Ritz, and Cadbury biscuits; competes with Jacob's across retail shelf space with much larger scale and marketing budgets.
• Nestlé: Global packaged food giant with major biscuit and confectionery exposure that competes with Jacob's across multiple geographies and is a peer through product category overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/jacobssnacks
• Facebookfacebook.com/jacobssnacks

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jacob's