April 5th, 2022

America’s favorite pastime has always been associated with Frito-Lay’s infamous Cracker Jacks. For 125 years, Cracker Jack has always been served as a snack both inside the ballpark and out. But, after over a century of serving sweet treats, the parent company has added a new member to the lineup … Cracker Jill.

The move was introduced before the 2022 baseball season to empower women’s sports and add diversify the brand. In fact, the company hired two black female artists to tackle the task. The new characters feature five females who all differ in body types, race, and other physical attributes. The weight of this change is to show the importance of the differences in women’s sports and highlight the necessity for inclusion in modern culture.

The new lineup has already been celebrated inside and outside the sports community as they believe this highlights a shift in brand strategy and cultural influence. The product has been launched and shows that the brand is willing to change for modern times.