In celebration of its 120-year anniversary, the Cracker Jack brand from PepsiCo's Frito-Lay division has evolved for today's consumers with modern prizes, more peanuts and new flavors joining the fold.
Cookies and crackers are a mature category with slow growth. Private label has been strong in the cookie category, a trend Mintel expected to continue for the next few years. Kraft Foods leads the category with its powerhouse Oreo and Chips Ahoy! brands.
Kraft is reentering the breakfast market with belVita Breakfast biscuits. National rollout of belVita — which Kraft has sold in Europe for the last decade and started selling in the United Kingdom last year — will begin this February to 90,000 U.S. retail locations.