As a means of revving up its 100th anniversary celebration of the Lance brand this year and continuing to provide consumers "more of what they love,” snack manufacturer Snyder’s-Lance, Inc. announced a series of new product rollouts.

The Charlotte, N.C.-based manufacturer is launching new Xtra Fulls Toastchee and Xtra Fulls Toasty, as well as product extensions for its Cracker Creations, Captain's Wafers sandwich crackers and Nekot sandwich cookies. The new products will begin shipping to major retailers nationwide this month. 


Lance Xtra Fulls, the lead items to celebrate the brand's 100th anniversary, offer more peanut butter filling for “an extra satisfying snacking experience,” the company says. Through the years, more peanut butter has been a top consumer request, it adds. The new sandwich cracker varieties — made with real, whip-churned peanut butter freshly ground in Georgia — offer up to 6 grams of protein per serving.

"Our 100th anniversary is all about giving our fans more of what they love and delivering on the many consumers requests we've heard over the years," said Tom Ingram, senior brand director, bakery at Snyder's-Lance, Inc. "We're confident that consumers will love our delicious new offerings, and we look forward to satisfying America's snacking appetite for another 100 years."

In addition to Xtra Fulls, consumers will be treated to several Lance product extensions. Lance Graham Cracker Creations with peanut butter or chocolate filling are all-natural, premium sandwich crackers made with crunchy, slightly sweet graham wafers. Bringing a zesty, new flavor to the snack aisle, Jalapeno Cheddar Captain's Wafers add a spicy twist to the well-known line of light and flaky sandwich crackers. Chocolate Nekot — an expansion of one of Lance's most popular cookies — are chocolate cookie sandwiches filled with creamy peanut butter or sweet chocolate crème. The new products will be available for suggested retail prices ranging from $3.39 to $3.59 each.

The new product rollouts compliment the company’s "100 Days to Win" sweepstakes, which debuted earlier this week. Snyder’s-Lance is encouraging consumers to visit to “participate in fun, family challenges for a chance to win one of several instant and weekly prizes, leading up to the grand prize of $100,000.” The challenges range from asking a simple question such as "How would you celebrate your 100th birthday?" to encouraging consumers to submit a photo of their family enjoying snack time.

"Lance has become the nation's favorite sandwich cracker over the last 100 years because of our loyal consumers, and we want to give them even 'more of what they love,’”Ingram explains. “The '100 Days to Win' sweepstakes, culminating with the $100,000 grand prize, is one of the many ways we are thanking those who have made this milestone possible and making our birthday really special this year."

More than 500 consumers who complete at least one of the fun, daily challenges will instantly win a gift card or entertainment prize valued up to approximately $70. Throughout the 100-day (14-week) challenge, a weekly prize will also be awarded in the form of gift cards for home improvement, entertainment or outdoor prizes valued up to approximately $500. The Lance "100 Days to Win" sweepstakes ends at 11:59 p.m. (ET) on June 18, 2013.

Snyder's-Lance, Inc., headquartered in Charlotte, NC, manufactures and markets snack foods throughout the United States and internationally. Its products include pretzels, sandwich crackers, pretzel crackers, potato chips, cookies, tortilla chips, restaurant style crackers, nuts and other snacks.