Lance Crackers partners with Little League for game-break snacking

By Kristine Sherred

- Last updated on GMT

For the first time in the brand's 100-plus-year history, Lance shrunk its cracker sandwiches into a bite-sized version.
For the first time in the brand's 100-plus-year history, Lance shrunk its cracker sandwiches into a bite-sized version.

Related tags Crackers Snacks Snack foods Snyder's-Lance Snyder Advertising Promotion kids menu kids Food for kids

The Snyder’s-Lance brand has teamed up with the youth baseball organization for the past seven years. This year, it will add an onsite campaign during the championship series in August.

The company’s ‘For The Win’ campaign – developed to ‘help fuel and celebrate on-the-go families’ – will run throughout the summer, culminating in an onsite activation at the Little League World Series to be held August 15-25 in Williamsport, Pennsylvania.

Its ‘family fueling station’ will feature a dugout-inspired lounge with giveaways, phone charging stations, merchandise and games.

“As part of our brand heritage, Lance has always been committed to fueling families on the go, and that mission is perfectly aligned with Little League’s influential work as a place for active families to thrive in the world of sports,”​ said Chris Graziano, director of marketing at Lance.

As the official snack of the youth league’s baseball and softball divisions, Lance Sandwich Crackers are an important part of every game. Research conducted by the brand revealed that 65% of parents with children in sports say their kids consider ‘snacking rituals’ a favorite part of the season’s routines.

In the US, it is common for parents to take turns to provide snacks for their child’s team to enjoy between innings, at halftime or after the game.

Lance also found that 90% of parents say ‘fueling up with the right food’ before the game makes all the difference for kids’ performance, and 84% consider that snack-time an important team bonding activity.

In fact, according to the company’s research, reaching for the same snack at every game is one of four lucky superstitions – next to wearing the same number every year or, for instance, lucky socks.

With more than two million kids, between the ages of four and 16, playing every year in 80 countries, Little League is the largest organized youth sports program in the world. It started in 1939 and was officially incorporate in 1950.

Changing with the times

After 90 years in business, Lance removed trans fats from its product portfolio in 2004. A decade ago, it added a whole grain sandwich cracker, and earlier this year, debuted a bite-sized version of its signature snack.

As a brand “dedicated to fostering connections for families,”​ Graziano told BakeryandSnacks, “we are hoping to continue this tradition with a new bite-sized version that is perfect for snack time.”

The product line now includes more than 20 varieties, including the classic Toastchee and the newer Whole Grain Peanut Butter.

All Lance products are manufactured without high fructose corn syrup. One pack of six Toastchee crackers provides 5g of protein, as well as 6% of the daily recommended value of calcium and 8% of iron. The whole grain version offers 6g of protein and 2g of fiber.

Lance: 100 years of on-the-go snacking

1913   ​ Philip L. Lance, a food broker in Charlotte, North Carolina, takes excess peanuts (leftover from a business deal), and instead of tossing them, he roasts and packages them for sale. He soon adds peanut butter to his product mix.

1915   ​ Lance’s family creates the peanut butter sandwich cracker, which was initially round and sweet, like an Oreo.

1935   ​ After two decades of slow growth, the company hits $1m in annual sales for the first time.

1938   ​ Lance begins baking its own crackers, leading to the launch of its famous cheesy cracker sandwich, the Toastchee.

1954   ​ The company introduces its own branded vending machines.

1960   ​ Sales hit $26m, with Lance sandwich crackers and roasted peanuts sold in 24 US states.

1980s ​ After decades of vending business, the manufacturer unveils its ‘home pack’ designed for grocery store shelves.

1987   ​ Lance offers a low-fat, low-cholesterol version of its now-famous sandwich crackers.

2004   ​ Trans fat is removed from products.

2009   ​ The company adds a whole grain sandwich cracker and 100-calorie packs to its lineup.

2013   ​ Lance celebrates 100 years of snacking.

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