Generally speaking the bigger the ‘food shot’ the less value can be added to the brand story, because the world is not short of good (or good-looking) products, and own-label can copy your pack before you can say ‘quattro formaggio’.
I can’t believe there really is a guy whose name translates as ‘Jack Bakehouse’, but I’m willing to suspend this disbelief in the face of the sheer weight of clichés on this design, and celebrate the story.