Cracker Jack has introduced two new flavors, added more peanuts and "modernized" the prizes for its iconic caramel corn snack.


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Cracker Jack adds new varieties, updates prizes

May 29th, 2013

PLANO, Texas – Cracker Jack has introduced two new flavors, added more peanuts and "modernized" the prizes for its iconic caramel corn snack.

The Frito-Lay snack brand said Tuesday that, in recognition of its 120-year anniversary, it's rolling out the new varieties Cracker Jack Butter Toffee Popcorn Snack, Cracker Jack Kettle Corn Popcorn Snack and Cracker Jack Original Caramel Coated Popcorn and Peanut snacks with More Nuts.

Cracker Jack Butter Toffee Popcorn Snack features a buttery toffee taste and comes in 4-ounce ($1.49 suggested retail price) and 8.5-ounce ($2.29) sizes. Cracker Jack Kettle Corn Popcorn Snack offers a sweet and savory flavor and is available in a 3-ounce size ($1.49). And Cracker Jack Original Caramel Coated Popcorn and Peanut Snacks with More Nuts bring more tasty, crunchy peanuts in two of the most popular Cracker Jack sizes: 4 ounces ($1.49) and 8.5 ounces ($2.29).

Meanwhile, the brand has updated Cracker Jack snack prizes with new digital components, including classic stickers with fun facts and special codes that offer surprises online. There's also a new Cracker Jack-branded mobile app, featuring two nostalgic games (Baseball and Pinball) available free for iPhone, iPad and iPod touch mobile devices and all Android devices.

"After 120 years, we knew it was the right time for the Cracker Jack brand to modernize to really suit the changing snacking preferences among our biggest fans, while still remaining true to our nostalgic roots," stated David Skena, vice president of marketing at Frito-Lay. "By offering improved prizes, more peanuts and delicious new flavors, we're giving our fans a new and improved product experience that still celebrates what they've loved about Cracker Jack snacks all these years."

Earlier this month, Frito-Lay launched a new brand called Cracker Jack'D snacks, which was developed to fit the on-the-go lifestyle of young men. Cracker Jack'D is an independent, stand-alone brand specifically for millennial male consumers with a collection of intense flavors developed to meet their tastes, the company said.

The Cracker Jack snack of caramel-coated popcorn and peanuts was first introduced in 1893 by F.W. Ruechkheim at the World's Columbian Exposition, Chicago's first world's fair. Since then, enough Cracker Jack product has been sold to stack end-to-end more than 63 times around the world, the company said.

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