As Americans increasingly replace proper meals with snacking, convenience becomes a central purchase motivator at retail. What can be eaten on the go? What is nutritious enough to replace a traditional meal? What tastes great within an intriguing product format?
For many years, the answer to these questions was not crackers. Crackers were meal sidekicks, not stars. They needed spreads and soups to deliver the taste and satiety a meal or hearty standalone snack.