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Nabisco Aims To Turn Wheat Thins Into The Next Big Snack Food

January 4, 2011: 10:24 AM EST

Considered a cracker since production began in 1947, Nabisco wants to repackage Wheat Thins as a standalone snack food. Nabisco, a division of Kraft Foods, spent $16.2 million during the first three quarters of 2010 on marketing for the Wheat Thins brand, up from $14.3 million for all of 2009. People between the ages of 18-24 are the largest consumers of snack foods and are the main target for marketers at Nabisco. Advertising campaigns cover a variety of venues; commercials featuring real customers who have talked about the product on social networks, samples at community events, and sponsoring television programs. Changes that will be finished in 2011 include losing pictures of toppings on the product and new phrasing to drop references to crackers.

ANDREW ADAM NEWMAN, "Don’t Call It a Cracker: Wheat Thins Prefers to Be Billed as a Snack", New York Times, January 04, 2011, © The New York Times Company
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