News & Analysis on the Bakery and Snacks Industries
Cracker Jack new look (US)
By Vince Bamford
- Last updated on
PepsiCo-owned Frito-Lay has this month unveiled a new look for its Cracker Jack brand of caramel coated peanuts and popcorn.
The new design features a red and white striped pattern with a ‘youthful’ Sailor Jack and his sidekick pup, Bingo, as the logo.
In a new twist on the brand’s long-running ‘prize inside’ theme, and to tap the excitement of baseball season, Cracker Jack is offering baseball-inspired mobile digital experiences accessed by using a sticker inside packs and the Blippar app.
“With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude,” said Haston Lewis, Frito-Lay senior director of marketing.