Pilgrims Choice has announced a major new partnership with award-winning comedian and culinary anarchist George Egg.
The collaboration sees the UK’s No.2 Cheddar brand joining forces with the "Snack Hacker" to bring extra bite and unforgettable flavour to its 2026 Bite Into Bold Marketing Campaign.
The partnership kicks off at the end of the month with the launch of the Flavour First Aid Kit, a toolkit for culinary creativity. Designed to shatter the routine of the daily grind, the limited-edition kit is the ultimate accessory for foodies looking to level up their lunch. The kit pairs the UK’s most adventurous, flavour-seeking Cheddar with George Egg’s secret "treasures" - a curated selection of spices, sprays, and sauces designed to instantly transform standard dishes into an adventure.
"I’ve spent years cooking in hotel rooms with irons and trouser presses, proving that you don’t need a fancy kitchen to make great food - you just need a bit of imagination," said Egg. "Pilgrims Choice gets that. They aren’t interested in being polite and predictable; they want to punch up the flavour. I’m thrilled to be partnering with them and can’t wait to show people how to take a standard Tuesday night dinner and turn it into something anarchic and delicious."
George Egg is an award-winning stand-up comedian and ‘anarchist cook’ who has spent the last decade revolutionizing culinary comedy with his sell-out live shows that involve using power tools and hotel appliances to cook gourmet meals. The 2024 Fortnum & Mason Content Creator of the Year, George is the author of the Sunday Times Bestselling cookbook The Snack Hacker and the creator of his own signature "Snack Hacker Seasoning" flavour dust, designed to instantly upgrade any food.