Lovers of Cracker Jack popcorn will soon be in for a surprise when they go looking for the buried toy prize inside the box.
The brand is bringing its 125-year tradition of including a toy prize inside to an end, replacing the toy with stickers containing digital codes.
Those codes will lead customers to baseball-inspired games that they can play on their phones.
“The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts,” said Haston Lewis, senior director of marketing, Frito-Lay. “The new Prize Inside allows families to enjoy their favorite baseball moments through a new one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life.”
Cracker Jack is also changing its iconic logo and packaging as well.