Crackers

The Ultimate Guide to Crackers in the UK: Best Brands, Stores & Smarter Pairing Tips

Why crackers deserve a starring role on your snack table

Crackers often get pigeonholed as “just a base” for cheese or dips, but they’re the quiet hero of any snack spread. Crisp, crunchy, and endlessly adaptable, crackers can be as simple as a salty snap or as elaborate as a fragrant herb biscuit that steals the show. Think of them like canvas for flavour — you can paint them with pâté, tangy chutney, smoked salmon, or a drizzle of honey. In the UK, crackers range from budget-friendly supermarket staples to artisanal bakes that cost a few pounds per box, so whether you’re feeding a crowd or nibbling alone, there’s a cracker for every mood and budget.

Types of crackers you’ll find across UK shelves

Before you rush to click “add to basket,” it helps to know the main categories of crackers. Each type brings its own texture and flavour profile, and that affects what you pair them with. Below are the most common families you’ll meet while browsing grocery aisles or speciality shops in the UK.

Savoury crackers

Savoury crackers are the most familiar: think thin, crisp water biscuits, buttery cheese crackers, and robust multigrain rounds. These are designed to balance bold toppings like mature cheddar, smoked fish, or spicy hummus. Brands in this space often experiment with seeds, herbs, or sea salt to create a distinctive crunch. Savoury crackers are perfect when you want the cracker to hold its own next to assertive flavours.

Sweet crackers and festive crackers

Not all crackers are savoury — some are made with sugar, cinnamon, or chocolate to be enjoyed on their own or paired with sweet spreads. Around the holidays, festive “Christmas crackers” add a playful twist: they pop open, often revealing small toys or sweets, and sometimes come pre-filled with candy or miniature treats. One example you might see in the UK is Sweetzy Sweet Christmas Crackers Pack Of 6, which blends novelty and confectionery to make seasonal snacking extra fun.

Sweetzy and other notable cracker brands to look out for

If you’re exploring crackers online or in stores, a few brand names tend to pop up again and again. Sweetzy is an example of a label that leans into sweet or novelty cracker styles, especially around holidays. On the savoury side, brands like Carr’s, Jacob’s, and Waterbiscuits (often sold under bakery-focused labels) have earned loyal followings for consistent texture and flavour. Artisanal bakeries and independent producers also offer premium options made with specialty flours, seeds, and slow-bake methods — expect deeper flavour and a price to match. It’s worth sampling a few brands to find your favourite balance of crunch, taste, and value.

Top UK stores to buy crackers online and in-store

The UK market is rich with options when you’re shopping for crackers. Supermarkets cover everyday needs, while online retailers and speciality shops bring variety and premium choices. Here’s a friendly tour of where you can shop and what to expect from each retailer.

Tesco

Tesco is a go-to for dependable, affordable crackers. You’ll find a broad range from budget own-brand boxes to recognised names, plus seasonal novelty crackers during the holidays. Tesco’s selection tends to balance price and variety, making it a practical choice for weekly shopping and party planning.

Sainsbury’s

Sainsbury’s mixes mainstream brands with premium own-label options. Their “Taste the Difference” range often includes elevated crackers with interesting ingredients — think sea salt flakes, mixed seeds, or rosemary. If you care about polish and presentation for a cheese board, Sainsbury’s is a solid stop.

Waitrose

Waitrose is the place to go for curated, high-quality crackers. Expect artisan producers, heritage brands, and carefully selected seasonal items. Prices here tend to skew premium, but you’ll commonly find unique flavours and elegant packaging that make a good impression when entertaining.

Asda and Morrisons

Both Asda and Morrisons focus on value and convenience, offering strong budget ranges alongside branded crackers. They’re ideal for stocking up if you’re catering for a crowd and don’t want to splurge. Look for multipacks and own-brand lines that deliver consistent texture for a friendly price per ounce.

Ocado and Amazon UK

Online marketplaces like Ocado and Amazon UK are brilliant for variety. Ocado often stocks premium and niche brands that you won’t always find on supermarket shelves, while Amazon has everything from bulk packs to indie brands sold direct. These platforms are especially useful if you’re chasing a particular flavour or a limited-edition seasonal cracker.

Lakeland and speciality stores

For themed crackers, party crackers, or novelty sweet crackers, speciality retailers such as Lakeland or small food boutiques are worth a look. These shops frequently carry unique items — from gourmet savoury crackers designed for pairing with cheese to whimsical Christmas crackers filled with sweets and small gifts.

How to pick the right cracker for your occasion

Choosing crackers is a bit like picking shoes for an outfit: the wrong pair can throw everything off. Think about texture, flavour intensity, and the toppings you plan to serve. For a delicate smoked salmon canape, you want a thin water biscuit that won’t overpower the fish. For a rich blue cheese, a hearty wholegrain cracker with seeds will add a balancing crunch. If you’re creating a mixed platter, include at least two textures — a crisp thin cracker and a thicker seeded biscuit — so guests can choose what complements their bite.

Pairing crackers with cheese, dips, and toppings

A little pairing know-how turns a basic snack into a memorable tasting experience. Here are some easy rules of thumb and creative combos to try the next time you build a platter or whip up a cosy snack.

With cheese

Match the intensity. Mild cheeses like brie or young cheddar pair well with simple water biscuits or lightly salted crackers, while strong cheeses like stilton or aged cheddar need a robust, seeded cracker to stand up to the flavour. For a splash of contrast, pair a creamy cheese with a slightly sweet cracker — the interplay of sweet and savoury can be intoxicating.

With dips and spreads

For hummus, salsa, or tapenade, choose crackers with a neutral base and a sturdy bite so they don’t sog out. If you’re serving oily or herby dips, seeded crackers and oat-based biscuits add an earthy backbone that complements Mediterranean flavours nicely. And don’t underestimate simple olive oil and sea salt drizzle on a good cracker — minimalism often wins.

Storing crackers so they stay crisp

Nothing ruins a snack faster than a soggy cracker. Store crackers in an airtight container or reseal the original packet carefully after opening. Keep them in a cool, dry cupboard away from steam or heat sources; a pantry spot works well. If you buy large boxes, decant them into smaller airtight tins to minimise air exposure. For long-term storage, a dry glass jar with a tight lid will keep crackers fresh for weeks rather than days.

Crackers price guide: what to expect

Price can vary widely. Budget supermarket own-brand crackers might cost under a pound for a standard box, while mid-range branded options typically fall in the £1 to £3 range. Premium or artisan crackers — often hand-baked, seeded, or made with specialty flours — can run £3 to £6 per box or more. If you prefer buying in bulk, online retailers and multipacks offer better cost per ounce. Think about whether you’re feeding a party (buy bulk) or looking for an elevated tasting experience (splurge on a few premium selections).

Budget picks vs premium crackers: where to splurge and where to save

If you’re feeding a crowd, save on the basics: plain water biscuits and standard savoury crackers give you volume without breaking the bank. Splurge where it counts — buy a couple of specialty packs for flavour interest and presentation. Premium crackers make great centrepieces on cheese boards, and their subtle flavour profiles pair exceptionally well with artisanal cheeses and charcuterie. A smart shopping mix gives you both value and wow factor.

Sustainable and low-waste cracker choices

More brands are adopting recyclable packaging and responsibly sourced ingredients. Look out for crackers that come in recyclable cardboard boxes or compostable wrappers. Ingredients lists that feature whole grains, locally milled flours, and minimal additives are a good sign of a responsible producer. Buying from local bakers or independent producers can also reduce food miles and often comes with clearer information about sourcing and production practices.

Easy ways to elevate a simple cracker into a gourmet bite

You don’t need a culinary degree to make crackers exciting. Add a smear of good-quality butter, a spoonful of chutney, and a sliver of cured meat for instant sophistication. Fresh herbs, citrus zest, or a sprinkle of toasted seeds can transform a plain cracker into something special. Think in layers: texture first, then flavour contrast, then a visual flourish. Small touches make a big impression.

Conclusion

Crackers are more than a pantry filler — they’re a versatile, affordable way to boost flavour, texture, and fun at any gathering. From Sweetzy’s seasonal offerings to tried-and-true supermarket staples and artisanal bakes, the UK market offers a wide spectrum to explore. Shop smart by matching cracker texture to your toppings, mixing budget and premium picks, and choosing sustainable packaging where possible. With a little experimentation, you’ll find the cracker combos that make your snack game sing.