Monday, May 13, 2013

Frito-Lay Gives Cracker Jack A Makeover With New Line

Take me out to the ball game.

PepsiCo's Frito-Lay is attempting to reinvent Cracker Jack, hoping that a new name and more intense flavors will attract a younger audience to the 105-year-old snack.

A new product line called Cracker Jack'd, which began to get some buzz last November, launched Tuesday in convenience stores nationwide. The company is targeting younger customers, claiming they weren't connecting with the old-timey caramel corn and peanut product.

"The product as it stands ... isn't relevant to them," said Dave Skena, vice president of marketing for Frito-Lay. "Younger folks want more intense flavors and a wider variety of textures."

Cracker Jack'd will come in three different varieties: The Hearty Mix flavors have "clusters mixed with nuts," with flavors like PB & Chocolate and Berry Yogurt, while the Intense Mix flavors, like Buffalo Ranch and Spicy Pizzeria, have "intense flavor and pack a powerful crunch." Sweet 'n Savory Clusters includes a salted caramel flavor with "sweet and salty popcorn."

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