Cracker Jack has finally met his equal.
Frito-Lay is giving its classic treat a female counterpart with the introduction of Cracker Jill, a new line of the beloved snack that recognizes the achievements of women in sports.
Cracker Jill includes the same caramel-coated popcorn and peanuts that fans have loved for more than 125 years, but comes in five different bags featuring representations of the new character. Artist Monica Ahanonu created the five images of Cracker Jill, which Frito-Lay said “were inspired by the most represented ethnicities in the U.S.”
Sports fans will be able to scoop up bags of Cracker Jill at professional ballparks across the country at the start of the 2022 MLB season this month.
"We are constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their achievements while supporting the progress," said Tina Mahal, vice president, marketing at Frito-Lay North America, in a statement.
"Cracker Jack has been part of sports for over a century, as records were made and rules changed. We've been so inspired by how girls and women are changing the face of the game, so in this spirit we introduce Cracker Jill to show girls that they're represented even in our most iconic snacks."
As part of their dedication, Cracker Jack is also donating $200,000 to the Women's Sports Foundation (WSF), a national non-profit that conducts research and advocacy and supports community programming, to help girls and women across the country reach their potential in sport and life.
Fans can also get in on the charitable cause as any donation of $5 or more to the Women's Sports Foundation will also receive a Cracker Jill snack, while supplies last.
To further enhance the Cracker Jill promotion, the brand remimaged the lyrics to “Take Me Out to the Ball Game” by enlisting former Fifth Harmony member Normani to record a version singing, “Buy me some peanuts and Cracker Jill. No one can stop you if you have the will.”
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While Cracker Jill was created to launch with the start of the baseball season, the company plans to continue using the female character going forward.
“The intention is for Jill to continue to join Sailor Jack as a member of the team roster and part of the brand ethos,” Frito-Lay said.
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