Marketing Gimmicks

FYI: Wheat Thins Are Snacks, Not Crackers

So, Wheat Thins — which have been around forever and which we’ve always thought of as crackers — are being re-branded as “snacks,” in an effort to get people to stop thinking of them as “crackers.” Meaning, you don’t top them with a bunch of stuff before you eat them. You just eat them, unadulterated, like chips or pretzels or whatever. “Wheat Thins is one of the least topped crackers in the cracker category — so we realized we needed to act more like a snack,” says the marketing director of Kraft’s cracker division. It’s a distinction that makes sense in our brains, we guess, but even still: They’re crackers. [NYT]

FYI: Wheat Thins Are Snacks, Not Crackers