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Crackers - US - February 2009

After recovering from a slight dip that came at the peak of the low-carb diet fad in 2004, the cracker category has registered slow but steady increases in dollar sales. These sales gains, however, have come mostly as a result of price increases. Competition for share is fierce, and leading brands rely on a steady stream of new product launches to maintain consumer interest and market share. To one degree or another, the cracker category is tied up in many of the issues at play in the grocery industry as a whole: rising commodity prices, health and wellness, convenience, natural and organic, food safety, cross-category competition, the rise of private label.

This report examines how all of these issues and trends are impacting the cracker market, as well as:

  • The impact of the sinking economy on category sales

  • An overview of new product activity from major competitors

  • An assessment of how crackers are competing more directly with other salty snacks

  • How supermarkets continue to dominate sales despite inroads from other channels offering their own distinct combinations of value and convenience

  • Mintel's examination of attitudes and behaviors toward crackers, including the role kids play in household cracker consumption and other key purchase influences

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market at a glance
                      • Impact of down economy minimal, unless things get worse
                        • New product activity has driven sales in the category’s largest segment
                          • Three companies dominate category sales
                            • Supermarkets still dominant channel, but others making gains
                              • Rising food prices account for much of the dollar sales growth
                                • Cracker new product development touches on broader food industry trends
                                  • Heavy advertising
                                    • Cracker usage high and varied
                                      • The importance of flavor, texture and health
                                        • Generating trial: the balance between familiarity and innovation
                                        • Insights and Opportunities

                                          • Bring a solution orientation to crackers at retail, particularly supermarkets
                                            • And now for something completely different
                                              • Figure 1: Top flavors of new cracker launches, 2003-08
                                          • Inspire Insights

                                              • Trend: Snack Society
                                                • Snacking as a metaphor for consumers’ lives
                                                  • More than metaphorically, crackers can help us snack on life
                                                    • Trend: Premiumization and Indulgence
                                                      • Premium has to be indulgent, but indulgent doesn’t require premium pricing or positioning
                                                        • An affordable indulgence
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • New product activity driving sales in the category’s largest segment
                                                                • Figure 2: Total U.S. FDMx sales of crackers, at current prices, 2003-13
                                                                • Figure 3: Total U.S. FDMx sales of crackers, at inflation-adjusted prices, 2003-13
                                                              • Wal-Mart sales
                                                              • Competitive Context

                                                                • Competition within the cracker category
                                                                  • A better tasting alternative to better for you chips
                                                                    • Figure 4: Past year snack food consumption, November-December 2008
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Marketer and consumer attention focused on “all other” segment
                                                                      • Figure 5: Sales of crackers, segmented by type, 2006 and 2008
                                                                  • Segment Performance—“All Other” Crackers

                                                                    • Key points
                                                                      • New product activity keeps cracker eaters focused on “all other” segment
                                                                        • Sales and forecast of “all other” crackers
                                                                          • Figure 6: FDMx sales of “all other” crackers, at current prices, 2003-13
                                                                      • Segment Performance—Saltine Crackers

                                                                        • Key points
                                                                          • Lack of innovation and attention leads to declining consumption
                                                                            • Saltines may prove counter-recessionary
                                                                              • Figure 7: FDMx cracker dollar sales per pound, 2008
                                                                            • Sales and forecast of saltine crackers
                                                                              • Figure 8: FDMx sales of saltine crackers, at current prices, 2003-13
                                                                          • Segment Performance—Crackers with Fillings

                                                                            • Key points
                                                                              • Segment skews more adult as it declines
                                                                                • Segment impacted by peanut product recall due to salmonella outbreak
                                                                                  • Sales and forecast of crackers with fillings
                                                                                    • Figure 9: FDMx sales of crackers with fillings, at current prices, 2003-13
                                                                                • Segment Performance—Graham Crackers

                                                                                  • Key points
                                                                                    • Segment leader looks to breakfast to reignite growth
                                                                                      • Growth opportunities through specific demographics
                                                                                        • Sales and forecast of graham crackers
                                                                                          • Figure 10: FDMx sales of graham crackers, at current prices, 2003-13
                                                                                      • Segment Performance—Breadsticks

                                                                                        • Key point
                                                                                          • Rising prices prop up dollar sales in a declining category
                                                                                            • Line expansions to boost sales
                                                                                              • Sales and forecast of breadsticks
                                                                                                • Figure 11: FDMx sales of breadsticks, at current prices, 2003-13
                                                                                            • Segment Performance—Matzoh Crackers

                                                                                              • Key point
                                                                                                • Passover defines matzoh segment
                                                                                                  • Sales and forecast of matzoh crackers
                                                                                                    • Figure 12: FDMx sales of matzoh crackers, at current prices, 2003-13
                                                                                                • Retail Channels

                                                                                                  • Key points
                                                                                                    • Supermarkets still dominant, but many other channels compete with their own distinct propositions
                                                                                                        • Figure 13: U.S. FDMx retail sales of crackers, by channel, 2006 and 2008
                                                                                                    • Retail Channels—Supermarkets

                                                                                                      • Key points
                                                                                                        • Crackers linked to both challenges and opportunities for supermarkets
                                                                                                            • Figure 14: U.S. Food store sales of crackers, at current prices, 2003-08
                                                                                                        • Retail Channels—Other Retailers

                                                                                                          • Key points
                                                                                                            • Target leads growth among other retailers
                                                                                                              • Figure 15: U.S. Other retailer sales of crackers, at current prices, 2003-08
                                                                                                          • Market Drivers

                                                                                                            • Price, not volume, driving cracker sales increases
                                                                                                              • Figure 16: FDMx cracker dollar sales per pound, 2005-08
                                                                                                              • Figure 17: FDMx cracker dollar sales per unit, 2005-08
                                                                                                            • Rising food prices have impacted crackers, but recent declines may halt increases at the shelf
                                                                                                              • Figure 18: Average retail food costs, selected products, 2008
                                                                                                            • Private label poised for success
                                                                                                            • Leading Companies

                                                                                                              • Key points
                                                                                                                • Kraft maintains leadership but sees share slip
                                                                                                                  • Kellogg steady in number two position
                                                                                                                    • Pepperidge Farm sees share growth beyond Goldfish
                                                                                                                      • Manufacturer sales of crackers
                                                                                                                        • Figure 19: Manufacturer sales of crackers in the U.S., 2007 and 2008
                                                                                                                    • Brand Share—“All Other” Crackers

                                                                                                                      • Key points
                                                                                                                        • Relative lack of market share movement masks extensive, ongoing new product activity among major competitors
                                                                                                                          • Taste and texture outweigh health and wellness
                                                                                                                            • Brand sales of “all other” crackers
                                                                                                                              • Figure 20: Selected brand sales and market share of “all other” crackers in the U.S., 2007 and 2008*
                                                                                                                          • Brand Share—Saltines

                                                                                                                            • Key points
                                                                                                                              • Nabisco Premium leads branded competition by a wide margin
                                                                                                                                • Private label presence greater than any other segment
                                                                                                                                  • Brand sales of saltines
                                                                                                                                    • Figure 21: Selected brand sales and market share of saltine crackers in the U.S., 2007 and 2008
                                                                                                                                • Brand Share—Crackers with Fillings

                                                                                                                                  • Key points
                                                                                                                                    • Nabisco’s segment-leading share has slipped
                                                                                                                                      • Lance holds onto a niche, gains share
                                                                                                                                        • Kellogg brands will bear the brunt of peanut butter recall
                                                                                                                                          • Brand sales of crackers with fillings
                                                                                                                                            • Figure 22: Selected brand sales and market share of crackers with filling in the U.S., 2007 and 2008
                                                                                                                                        • Brand Share—Graham Crackers

                                                                                                                                          • Key points
                                                                                                                                            • Kid’s grahams losing traction in competitive kid snack market
                                                                                                                                              • Nabisco sees breakfast as growth opportunity for graham crackers
                                                                                                                                                • Brand sales of graham crackers
                                                                                                                                                  • Figure 23: Selected brand sales and market share of graham crackers in the U.S., 2007 and 2008
                                                                                                                                              • Brand Share—Breadsticks

                                                                                                                                                • Key points
                                                                                                                                                  • Mostly small competitors share the breadstick market
                                                                                                                                                    • A little innovation could go a long way
                                                                                                                                                      • Brand sales of breadsticks
                                                                                                                                                        • Figure 24: Selected brand sales and market share of breadsticks in the U.S., 2007 and 2008
                                                                                                                                                    • Brand Share—Matzoh Crackers

                                                                                                                                                      • Key points
                                                                                                                                                        • Exceedingly ill-timed production delay impacts Manischewitz Passover market share
                                                                                                                                                          • Brand sales of matzoh crackers
                                                                                                                                                            • Figure 25: Selected brand sales and market share of matzoh crackers in the U.S., 2007 and 2008
                                                                                                                                                        • Natural channel/SPINS

                                                                                                                                                          • Cracker sales at natural channel outlets
                                                                                                                                                            • Figure 26: Natural product supermarket sales of crackers, at current prices and inflation-adjusted prices, 2006-08
                                                                                                                                                          • Implications
                                                                                                                                                            • Natural channel sales by segment
                                                                                                                                                              • Figure 27: Natural product supermarket sales of crackers by segment, 2006 and 2008
                                                                                                                                                            • Leading Brands
                                                                                                                                                              • Natural channel sales of crackers by organic
                                                                                                                                                                • Figure 28: Natural product supermarket sales of crackers by organic, 2006 and 2008
                                                                                                                                                              • Natural channel sales of crackers by gluten-free
                                                                                                                                                                • Figure 29: Natural product supermarket sales of crackers by gluten-free, 2006 and 2008
                                                                                                                                                              • Natural channel sales of crackers by raw
                                                                                                                                                                • Figure 30: Natural product supermarket sales of crackers by raw, 2006 and 2008
                                                                                                                                                            • Brand Qualities

                                                                                                                                                              • Ritz boasts taste and versatility alongside fun
                                                                                                                                                                • An affordable luxury
                                                                                                                                                                  • Bring on the fun
                                                                                                                                                                    • In a word, Cheez-It means cheese
                                                                                                                                                                      • Goldfish driven by optimism, variety, and Pepperidge Farm halo
                                                                                                                                                                        • Optimism
                                                                                                                                                                          • Variety
                                                                                                                                                                            • The Pepperidge Farm Halo
                                                                                                                                                                            • Innovation and Innovators

                                                                                                                                                                              • Cracker new product development touches on broader food industry trends
                                                                                                                                                                                • Flavor and texture remain primary
                                                                                                                                                                                  • Health and wellness
                                                                                                                                                                                    • Convenience
                                                                                                                                                                                      • Natural and organic
                                                                                                                                                                                        • Environmentally friendly
                                                                                                                                                                                          • Private label
                                                                                                                                                                                            • New flavor varieties from leading brands
                                                                                                                                                                                              • Gourmet flavors
                                                                                                                                                                                                • New crackers from non-cracker brands
                                                                                                                                                                                                  • Crackers that put new twists on familiar forms
                                                                                                                                                                                                    • A touch of Americana in a play for authenticity from Nabisco
                                                                                                                                                                                                    • Advertising and Promotion

                                                                                                                                                                                                      • Overview
                                                                                                                                                                                                        • Figure 31: Media expenditures for selected cracker brands from Brandweek’s Superbrands report, 2008
                                                                                                                                                                                                      • Variety of ways into the cracker eating experience
                                                                                                                                                                                                        • Cracker ads to kids created in context of concern over childhood obesity
                                                                                                                                                                                                          • Ritz, in strategic evolution, looks to capture benefit of fun
                                                                                                                                                                                                            • Figure 32: Kraft/Ritz checkers television ad, 2008
                                                                                                                                                                                                          • Wheat Thins ads celebrate the wholesomeness of its main ingredient
                                                                                                                                                                                                            • Figure 33: Kraft/Wheat Thins television ad, 2008
                                                                                                                                                                                                          • Who’s cheesier? Cheez-It and Kraft go to extremes for cheesy taste
                                                                                                                                                                                                            • Figure 34: Kraft/Macaroni & Cheese Crackers television ad, 2008
                                                                                                                                                                                                            • Figure 35: Kellogg/Cheez-It Crackers television ad, 2008
                                                                                                                                                                                                          • Continuing characters personify Goldfish brand values
                                                                                                                                                                                                            • Figure 36: Pepperidge Farm/Flavor Blasted Goldfish Crackers television ad, 2008
                                                                                                                                                                                                          • Town House Flipsides launch ad blends product story
                                                                                                                                                                                                            • Figure 37: Kellogg/Town House Flipsides television ad, 2008
                                                                                                                                                                                                        • Cracker and Snack Usage

                                                                                                                                                                                                          • Most households use crackers
                                                                                                                                                                                                            • Figure 38: Household usage of crackers, January-September 2004, May 2005-June 2006, April 2007-June 2008
                                                                                                                                                                                                          • Crackers among the most widely consumed salty snacks
                                                                                                                                                                                                            • Figure 39: Past year snack food consumption, by gender, November-December 2008
                                                                                                                                                                                                          • Kids in the household drive use of crackers and other snacks
                                                                                                                                                                                                            • Figure 40: Past year snack food consumption, by age, November-December 2008
                                                                                                                                                                                                            • Figure 41: Past year snack food consumption, by children in HH, November-December 2008
                                                                                                                                                                                                        • How and How Often

                                                                                                                                                                                                          • Crackers put to use as more than just topping carriers
                                                                                                                                                                                                            • Figure 42: How crackers are consumed, by gender, November-December 2008
                                                                                                                                                                                                          • Marketing opportunities for the ages
                                                                                                                                                                                                            • Figure 43: How crackers are consumed, by age, November-December 2008
                                                                                                                                                                                                            • Figure 44: How crackers are consumed, by children in HH, November-December 2008
                                                                                                                                                                                                          • Cracker eaters eat many different types of crackers, but saltines are still the most widely used
                                                                                                                                                                                                            • Figure 45: Types of crackers consumed, by gender, November-December 2008
                                                                                                                                                                                                          • Kids spur consumption of more types of crackers among adults
                                                                                                                                                                                                            • Figure 46: Types of crackers consumed, by children in HH, November-December 2008
                                                                                                                                                                                                          • Frequency of cracker eating consistent across age groups
                                                                                                                                                                                                            • Figure 47: Frequency of cracker eating, by age, November-December 2008
                                                                                                                                                                                                        • What Consumers Want…in a Cracker, at Least

                                                                                                                                                                                                          • Flavor and texture top the list of important cracker characteristics
                                                                                                                                                                                                              • Figure 48: Importance of various cracker characteristics, by gender, November-December 2008
                                                                                                                                                                                                              • Figure 49: Importance of various cracker characteristics, by age, November-December 2008
                                                                                                                                                                                                            • On the whole, crackers viewed as a (not-so-un) healthy snack alternative
                                                                                                                                                                                                                • Figure 50: Attitudes towards crackers, by gender, November-December 2008
                                                                                                                                                                                                              • Healthfulness is only moderately important in cracker selection
                                                                                                                                                                                                                  • Figure 51: Importance of cracker health/nutrition, by gender, November-December 2008
                                                                                                                                                                                                                • Gluten free
                                                                                                                                                                                                                  • Marketing the health factor
                                                                                                                                                                                                                    • Older adults more focused on health, younger adults on natural and organic
                                                                                                                                                                                                                        • Figure 52: Importance of cracker health/nutrition, by age, November-December 2008
                                                                                                                                                                                                                      • Familiarity and habit compete with the desire for something new
                                                                                                                                                                                                                          • Figure 53: Attitudes towards crackers, by gender, November-December 2008
                                                                                                                                                                                                                          • Figure 54: Attitudes towards crackers, by children in HH, November-December 2008
                                                                                                                                                                                                                      • New Product Trial

                                                                                                                                                                                                                        • Familiarity gives established brands the inside track on new product trial
                                                                                                                                                                                                                          • Figure 55: Impact of professional recommendation/suggestion on new product trial, by children in HH, November-December 2008
                                                                                                                                                                                                                        • Family and friends influence new cracker trial
                                                                                                                                                                                                                          • Figure 56: Impact of personal request/recommendation on new product trial, by gender, November-December 2008
                                                                                                                                                                                                                          • Figure 57: Impact of personal request/recommendation on new product trial, by children in HH, November-December 2008
                                                                                                                                                                                                                        • In the end, tasting is believing. A coupon might help too.
                                                                                                                                                                                                                          • Figure 58: Impact of advertising/promotional techniques on new product trial, by gender, November-December 2008
                                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                                        • Cracker penetration lower for Hispanic and Asian households
                                                                                                                                                                                                                          • Figure 59: Household usage of crackers by race/hispanic origin, January-September 2004, May 2005-June 2006, April 2007-June 2008
                                                                                                                                                                                                                        • Hispanics’ cracker use reflects attention to health and wellness issues
                                                                                                                                                                                                                          • Figure 60: Importance of cracker health/nutrition, by race and Hispanic origin, November-December 2008
                                                                                                                                                                                                                        • Importance of food in Hispanic homes reflected in cracker attitudes
                                                                                                                                                                                                                          • Figure 61: Attitudes towards crackers, by race and Hispanic origin, November-December 2008
                                                                                                                                                                                                                      • Cluster Analysis—Samplers, Singulars, Explorers

                                                                                                                                                                                                                          • Samplers
                                                                                                                                                                                                                            • Who they are
                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                • Singulars
                                                                                                                                                                                                                                  • Who they are
                                                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                                                      • Explorers
                                                                                                                                                                                                                                        • Who they are
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                                                                              • Figure 62: Cracker clusters, November-December 2008
                                                                                                                                                                                                                                              • Figure 63: Past year snack food consumption, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 64: Frequency of cracker eating, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 65: How crackers are consumed, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 66: Types of crackers consumed, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 67: Importance of various cracker characteristics, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 68: Importance of cracker health/nutrition, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 69: Attitudes towards crackers, by cluster, November-December 2008
                                                                                                                                                                                                                                              • Figure 70: Impact of personal request/recommendation on new product trial, by cluster, November-December 2008
                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                              • Figure 71: Cracker clusters by gender, November-December 2008
                                                                                                                                                                                                                                              • Figure 72: Cracker clusters by age, November-December 2008
                                                                                                                                                                                                                                              • Figure 73: Cracker clusters by household income, November-December 2008
                                                                                                                                                                                                                                              • Figure 74: Cracker clusters by race/Hispanic origin, November-December 2008
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                                                                                              • Younger Hispanics offer growth possibilities and line extensions
                                                                                                                                                                                                                                                • Types eaten and attributes value
                                                                                                                                                                                                                                                  • Figure 75: Past year cracker consumption and select types of crackers, consumed by Hispanic origin and age, November-December 2008
                                                                                                                                                                                                                                                  • Figure 76: Importance of various cracker characteristics, by Hispanic origin and age, November-December 2008
                                                                                                                                                                                                                                                  • Figure 77: Importance of cracker health/nutrition, by Hispanic origin and age, November-December 2008
                                                                                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                • Overview of crackers
                                                                                                                                                                                                                                                  • “All other” crackers
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 78: brand map, selected brands of “all other” crackers, by household penetration, 2008
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 79: Key purchase measures for the top brands of “all other” crackers, by household penetration, 2008
                                                                                                                                                                                                                                                      • Saltine crackers
                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                          • Figure 80: Brand map, selected brands of saltine crackers, by household penetration, 2008
                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                            • Figure 81: Key purchase measures for the top brands of saltine crackers, by household penetration, 2008
                                                                                                                                                                                                                                                          • Crackers with fillings
                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                              • Figure 82: Brand map, selected brands of crackers with fillings, by household penetration, 2008
                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                • Figure 83: Key purchase measures for the top brands of crackers with fillings, by household penetration, 2008
                                                                                                                                                                                                                                                              • Graham crackers
                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                  • Figure 84: Brand map, selected brands of graham crackers, by household penetration, 2008
                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                    • Figure 85: Key purchase measures for the top brands of graham crackers, by household penetration, 2008
                                                                                                                                                                                                                                                                • Appendix – Detailed Brand Sales “All Other” Crackers

                                                                                                                                                                                                                                                                    • Figure 86: Detailed brand sales and market share of other crackers in the U.S., 2007 and 2008*
                                                                                                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                    • Figure 87: Types of crackers consumed, by age, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 88: Frequency of cracker eating, by gender, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 89: Frequency of cracker eating, by children in HH, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 90: Importance of various cracker characteristics, by children in HH, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 91: Importance of cracker health/nutrition, by children in HH, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 92: Attitudes towards crackers, by age, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 93: Impact of personal request/recommendation on new product trial, by age, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 94: Impact of advertising/promotional techniques on new product trial, by age, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 95: Impact of professional recommendation/suggestion on new product trial, by gender, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 96: Impact of professional recommendation/suggestion on new product trial, by age, November-December 2008
                                                                                                                                                                                                                                                                    • Figure 97: Impact of advertising/promotional techniques on new product trial, by children in HH, November-December 2008
                                                                                                                                                                                                                                                                • Appendix – IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                                    • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                      • Albertsons Inc.
                                                                                                                                                                                                                                                                      • Annie's Homegrown Inc.
                                                                                                                                                                                                                                                                      • B. Manischewitz Company LLC, The
                                                                                                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                                                                                                      • Edward & Sons Trading Co Inc
                                                                                                                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                                                      • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                                      • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                                                      • Interstate Bakeries Corporation
                                                                                                                                                                                                                                                                      • Kellogg Company
                                                                                                                                                                                                                                                                      • Kraft Foods Inc.
                                                                                                                                                                                                                                                                      • Lance Inc.
                                                                                                                                                                                                                                                                      • National Association for the Specialty Food Trade
                                                                                                                                                                                                                                                                      • National Basketball Association
                                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                                      • Pepperidge Farm Inc.
                                                                                                                                                                                                                                                                      • PepsiCo Inc
                                                                                                                                                                                                                                                                      • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                                                                      • Retail Confectioners International
                                                                                                                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                                                                                                                      • Snack Food Association (SFA)
                                                                                                                                                                                                                                                                      • Stacy's Pita Chip Co Inc
                                                                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                                                                                                                      Crackers - US - February 2009

                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)