Lance is celebrating its 100th anniversary this year with product launches and improvements, social media giveaways and a promise to continue giving consumers more of what they love. The Charlotte, N.C.-based company is known for its Lance sandwich crackers and Lance Cracker Creations.

As part of its ongoing 2013 celebrations, Lance is introducing Xtra Fulls Toastchee and Xtra Fulls Toasty. The new products, the lead items to celebrate Lance’s 100th Anniversary, offer more peanut butter filling for an extra satisfying snacking experience. Xtra Fulls offer up to 6 g. of protein per serving and, like all Lance sandwich crackers, contain no preservatives. In mid-April, Lance will also unveil product extensions for its Cracker Creations, Captain’s Wafers sandwich crackers and Nekot cookies.

In addition to new product introductions, Lance will improve several of its existing products this year, including using a creamier peanut butter filling and increasing the number of whole grains in its Whole Grain sandwich crackers.

As a “thank you” to consumers, Lance will host the “100 Days to Win Snack Challenge” from March through June. The sweepstakes will launch March 11 on the Lance Snacks Facebook page (www.facebook.com/lancesnacks) and at Happy100Lance.com. Consumers can take daily “Snacking Challenges” for a chance to win instant and weekly prizes, in addition to the $100,000 grand prize to fulfill their ultimate birthday wish.

The Lance Foundation also will make one-time grants totaling $1.5 million to 13 Charlotte-area nonprofit organizations. The grants benefit programs closely aligned with the foundation’s focus areas of supporting education, championing healthy living, fighting hunger and assisting military causes. The Lance Foundation is managed by the parent company, Snyder’s-Lance Inc.

For more information about the history of Lance sandwich crackers and the company’s 100th anniversary celebrations, visit the Lance Snacks Facebook page (www.facebook.com/lancesnacks), www.lance.com or Happy100Lance.com (after March 11).

Source: Lance Sandwich Crackers, PR Newswire