As a former grocery employee, Mary’s Gone Crackers was one of those brands I discovered and wanted to keep a secret. I figured that way I could harbor all the seedy, crunchy goodness to myself. Well, the cat’s out of the bag now that it landed in the hands of big-name grocers and will receive a complete refresh of its packaging. The line of gluten free, non-GMO, organic, and vegan snacks will be streamlined with new boxes and designs that highlight its nutritional value.
"Mary's Gone Crackers entered the gluten free space 15 years ago when gluten free eating was an unfamiliar concept," said President and CEO, Tetsuya Fujisaki. "We are still the only fully organic and gluten free cracker brand available nationally at major grocers, and we want the rebrand to celebrate our commitment to authentic food while modernizing our look in the ever-changing gluten free market."
According to a press release, the new packaging features a clean, white box design, hand-drawn images of the iconic cracker seeds, and watercolor illustrations with unique pairing suggestions. Boxes will also display imagery associated with the California Ricelands Waterbird Foundation, an organization the company continuously supports. New packaging is expected to appear on retail shelves this fall with a simpler logo design that increases shelf pop.
Mary’s Gone Crackers advocates like me will recognize the familiar-sized cartons, and no alterations to UPCs or barcodes will be made. Product recipes will remain untouched, maintaining the company's standard for the highest quality organic, non-GMO, gluten free, vegan, kosher, and whole grain ingredients. The entire rebrand is expected for completion by the end of 2019.
If you hadn’t guessed, I fully endorse these scrumptious little morsels. I guess it’s time to let my favorite cracker brand spread its wings. In other words, I’m going to shout into the ether how much I love these crackers. Keep an eye out for these newly-branded products and keep reading Deli Market News for the industry’s latest.