An exciting experience awaits your taste buds. Taking part in this year’s Summer Fancy Food Show (SFFS), Firehook is wielding a tasty, newly rebranded assortment of artisanal crackers with the hopes of bringing attendees a new, craveable bite each day.
“This year, we are proud to showcase our rebrand efforts that place the Firehook name front and center on packaging and use hand-illustrated graphics to honor the simplicity, flavor, and premium ingredients found in each craveable crunch. Retailers and foodservice providers at the show will get to interact with our new look and taste some of our beloved artisanal crackers in partnership with other trendsetting brands in the specialty food arena,” Ellen Howse, Chief Marketing Officer at Firehook, says. “We use the show as a testing ground for innovation and will tease new brand cracker collaborations that will launch in the market in 2026.”
On Sunday, early showgoers will get a chance to dig into the brand’s Sea Salt Cracker topped with Fresh Berries, Vermont Creamery Mascarpone, Honey, and Pistachio, plus a Firehook Rosemary Sea Salt Cracker with Aged Cheddar, TRUFF Hot Sauce, and a dash of microgreens. Other bites later in the week include Firehook’s fan-favorite Everything Bagel Cracker alongside new and existing partners Ithaca Hummus and Graza Extra Virgin Olive Oil. The brand will close out the show on Tuesday with its Firehook Garlic Thyme Cracker topped with Manchego, Bonne Maman Fig Jam, and Mike’s Hot Honey, garnished with Fresh Thyme.
Firehook’s growing assortment of artisanal crackers will also be accompanied by its first brand-hosted “Aperitivo by Firehook Hour,” which celebrates Aperitivo snacking with two deliciously curated Firehook Cracker bites. During this special occasion at its booth, Firehook will spotlight high-end ingredients like TRUFF White Truffle Olive Oil and Fishwife Caviar to inspire a decadent and memorable new happy hour ritual.
“We want to highlight the versatility of our Firehook crackers and to elevate snacking expectations. It’s an important step in positioning our crackers as an everyday enjoyment–whether on their own or paired with toppings and dips,” Ellen adds.
“Firehook is the No. 1 brand of artisanal crackers in the U.S. today, and our original small-batch offerings deliver exceptional crunch, simple ingredients, and distinctive flavors. Firehook bakes all crackers in-house in small batches to ensure a quality that is unmatched by others in the space,” Ellen continues. “As we continue to push the boundaries of the premium cracker category, we will create new snack occasions for consumers that showcase our versatility and culinary expertise.”
Firehook’s flavorful and innovative portfolio will be displayed at booth #5548 during the show.
“Each year, the Summer Fancy Food Show offers us an incredible opportunity to reintroduce Firehook and our position as a leading innovator in crackers. We are an extremely desirable product for the trade, with 50-120 percent stronger velocity than our competitors, higher penny profit, and a higher ring,” Ellen concludes.
Visit the Firehook team at the show to learn more about the opportunities sparked by this high-quality artisanal cracker lineup!
