Food giant United Biscuits has launched a £10 million campaign for its Jacob's brand that will bring all its savoury products under the same name.
The campaign is part of the company's strategy to "help simplify the shopping experience" and follows it moving most of its sweet products under the McVitie's brand.
United Biscuits said that around 18% of all biscuits eaten in the UK are savoury - a figure that has doubled in the last 15 years but remains far below that of the US (45%) and Australia (40%).
The company aims to increase the retail value of Jacob's, which will include its crackers, crispbreads and flatbreads and brands such as Mini Cheddars, Oddities and Twiglets, by 20% over the next two-and -a-half years.
Three 30-second commercials will be shown from today featuring comedian Jason Cook as Jacob the Baker.
United Biscuits chief executive Martin Glenn said: "Our new campaign for Jacob's is the next step in our strategy.
"It will improve and simplify the shopping experience for customers, putting all our savoury brands clearly under the same premium masterbrand.
"This follows a highly successful re-launch for our sweet products under the McVitie's brand earlier in 2014. Both campaigns tap into consumers' love for our products, which are established as heritage brands worldwide."