Why Triscuit Is Putting Rice, Potatoes and Beans in Its Crackers
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Is it a cracker? Or a meal?
Triscuit is putting major marketing support behind its new Brown Rice Triscuit lineup that features varieties not normally found in snack crackers like red bean with roasted red pepper and sweet potato with roasted sweet onion. The line extension marks a major shift for a 110-year-old brand known for its simplistic wheat-packed crackers. By adding rice, potatoes and spices like basil and sea salt, Triscuit is seeking to appeal to consumers who are eating more snacks and less traditional meals.
“Consumers are looking for a lot of the same things they used to find in meals in snacks,” said Jimmy Wu, senior brand manager for Triscuit, which is owned by Mondelez International. “And that’s really foods with real food ingredients and real food value in them.”
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