Jason has been involved in the food and beverage industry for more than 30 years. A food entrepreneur at heart, he is currently co-owner and joint Managing Director of Kego Foods - owner of the Food Thoughts cocoa brand as well as Doisy & Dam Chocolate. Prior to setting up Kego Foods with his business partner Mark Gould (ex Wholebake owner), Jason was co-founder of the FUEL10K brand with responsibility for innovation and new business prior to the business being acquired by Premier Foods in October 2023. In a category dominated by global cereal powerhouses, FUEL10K now has the number one selling granola line in the UK. As a judge, Jason will be looking for that perfect blend of great taste, the right price point, brilliant pack design and clear consumer target.