Club Crackers introduces ranch and extra buttery flavors
Both innovations begin rolling out nationally starting in January.
Kellanova's Club Crackers brand, now owned by Mars, is debuting new innovations this month: Club Minis Hidden Valley Ranch, a flavor collaboration inspired by America's appetite for ranch, alongside Club Extra Buttery, a new addition that aims to turn up the indulgence factor on the brand's signature light, flaky, and buttery crackers, it says.
Once just a pantry staple, ranch has become one of the most influential flavors in food culture today—now the #1 condiment in the U.S., surpassing ketchup (IRI MULO 52 weeks ending 12/29/24, Datassentials Flavor Menu Penetration) with a presence that spans menus, social feeds, and snack aisles nationwide, the brand notes.
"Ranch is one of those flavors people reach for again and again, especially when it comes to everyday snacking," says Carrie Foose, director of brand marketing for Club Crackers. "Partnering with the #1 selling ranch, Hidden Valley Ranch, gave us the opportunity to bring that familiar, beloved flavor into our Minis format in a way that feels distinctly Club."
The Minis format makes the flavor suitable to snack on, share, and serve, whether it's casual get-togethers or everyday grazing moments, the company adds.
Club Crackers is also introducing Club Extra Buttery. Known for its signature light, flaky, and buttery crackers, Club is turning up the buttery flavor even more with this latest addition, it says.
"With Club Extra Buttery, we leaned into what has always defined Club—that light, flaky and buttery texture—and amplified it, with even more buttery taste," Foose adds. "The flavor balances savory and subtly sweet notes in a way that feels familiar, but a little more indulgent, making it easy to enjoy in everyday snacking moments, or as a fun spin on a new buttery snack for movie night."
Designed to pair with simple toppings like sharp cheddar, creamy brie, or a drizzle of honey, Club Extra Buttery aims to offer a versatile upgrade to everyday snacking.
Club Minis Hidden Valley Ranch (11-oz) and Club Extra Buttery (13.7-oz), both permanent additions to the Club Crackers portfolio, will begin appearing on shelves at retailers nationwide starting this month, with broader availability rolling out in March. Both varieties are priced in line with existing Club Crackers offerings.
Mars is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
Kellanova is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
