Nabsico Honey Maid crackers hasn’t run television commercials since the 1990s and has tended to promote itself, if at all, with store displays near the marshmallows and chocolate bars—the other ingredients in S’mores. Now, Kraft Foods is launching a major marketing effort, with new products and an advertising campaign that promotes Honey Maid as a standalone snack for kids.
The company is also launching a new line under the brand of filled crackers called Grahamfuls. The crackers contains peanut butter, banana vanilla crème or a peanut butter and chocolate combination, sandwiched in between. Each serving is individually wrapped to encourage adding them to lunchboxes and soccer bags. Also new are Honey Maid Angry Birds, a version of the graham crackers shaped like the video game’s amusing bird characters.