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Cracker Jack’s new ‘prize inside’ unlocks a mobile experience

BY Gina Acosta

PLANO, Texas — As the baseball season gets into full swing, the Cracker Jack brand is rolling out a whole new approach to snacking fun with baseball-inspired mobile digital experiences directly from the "Prize Inside."

"The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts," said Haston Lewis, senior director of marketing, Frito-Lay. "The new Prize Inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life."

Consumers can download the Blippar app available on iOS and Android, scan the Prize Inside sticker and enjoy bringing the ballpark to life on a mobile device. The four available baseball-themed experiences — Dot Dash, Dance Cam, Get Carded, and Baseball Star — allow users to show off dance moves on a simulated baseball field jumbo screen on a smartphone, control the outcome of the legendary Dot Race or become a baseball star in baseball cards and autographed photos that can be traded and shared with family and friends. 

The Cracker Jack brand will also roll out a restyled logo and packaging just in time for the start of the baseball season. Making its debut in stores this April, the new design features a contemporized red and white striped pattern with a youthful Sailor Jack and his sidekick pup, Bingo, as the logo. 

"We are a brand that authentically reminds people of simpler times, childhood memories and family experiences," said Lewis. "With this redesign and new mobile game experience, the Cracker Jack brand embraces a modernized, young-at-heart attitude while keeping that treasured feeling of childhood wistfulness."

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Hershey acquires barkTHINS snack chocolate

BY Gina Acosta

HERSHEY, Pa. — The Hershey Co. is expanding its snack offerings with the acquisition of Ripple Brand Collective, a privately held company based in Congers, N.Y., that owns the barkTHINS snacking chocolate brand.

“This acquisition is a great addition to our Hershey chocolate portfolio and enables us to expand our mass premium offerings into this growing and on-trend category,” said Michele G. Buck, president, North America, the Hershey Co. “Since its launch in 2013, barkTHINS has quickly become a favorite snack brand due to its commitment to using simple ingredients, fair trade cocoa, non-GMO certification, and no artificial flavors or preservatives. Made with high-quality dark chocolate, nuts and other ingredients, barkTHINS addresses key consumer trends, such as premium, high quality ingredients and snacking. We look forward to building barkTHINS by leveraging Hershey’s scale at retail.”

The barkTHINS brand is largely sold in the United States in take-home resealable packages and is available in the club channel as well as select natural and conventional retailers. 

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Target helps NatureBox move from snail mail to retail

BY Gina Acosta

REDWOOD CITY, Calif. — One of America’s fastest growing food brands in the direct-to-consumer channel is expanding into 900 Target stores across the country. 

Subscription snack box purveyor NatureBox plans to roll out to physical retail by launching its products in Target stores nationwide this month. The launch will feature a data-driven assortment of eight snacks chosen specifically for Target and new packaging designed exclusively for brick and mortar retail.

‘’We are thrilled to partner with Target to help us make better-for-you snacking even easier for consumers,” said Gautam Gupta, co-founder and CEO, NatureBox. “Distribution in brick and mortar retail will help us bring real-world tested customer favorites to the 98% of consumers still shopping for food in traditional channels. And in the future, the continual flow of data from our online channel and our fast innovation cycle means we can translate what consumers want into new products at a pace that’s unheard of in the food industry today.”

NatureBox delivers personalized boxes to consumers — five snacks for $19.95 or 10 snacks for $32.95. Through the partnership with Target, NatureBox is bringing its unique, consumer-centric, go-to-market approach to the retail shelf with the launch of eight, consumer-tested snacks: Mini Belgian Waffles, Cinnamon Yogurt Mini Grahams, Asiago & Cheddar Cheese Crisps, Sea Salt Pop Pops, Praline Pumpkin Seeds, Sriracha Roasted Cashews, Lemon Tea Biscuits, Big Island Pineapple. This customized assortment was exclusively designed for Target and will be sold for an SRP of $3.99 to $4.99.
 
All NatureBox snacks are made with simple ingredients; no artificial colors, flavors, or sweeteners; no high fructose corn syrup; and contain 200 calories or less per serving.
 
“'We’re proud to offer Target’s guests an exciting range of smart, differentiated NatureBox snacks. We look forward to our continued partnership with Target and see this as just the start to supporting their health and wellness strategy,” said Andy Malloy, vice president of commercial sales, NatureBox.

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