Cracker Jack is making a huge change to its iconic Prize Inside for the first time in nearly 125 years.
Instead of opening up your Cracker Jacks bag to discover a fun toy at the bottom, you will be offered a “one-of-a-kind mobile experience.” According to a press release, you now have to dig through your caramel popcorn and peanuts to find a digital code. The code will correspond with the Blippar app, which can be downloaded on either an Android or iOS device, which offers four different baseball-themed games—Dot Dash, Dance Cam, Get Carded, and Baseball Star.
“The Cracker Jack Prize Inside has been as much a part of the nostalgia and love for the brand as the unforgettable combination of caramel-coated popcorn and peanuts,” Haston Lewis, senior director of marketing for Frito-Lay said in the press release. “The new Prize Inside allows families to enjoy their favorite baseball moments through a new “one-of-a-kind mobile experience, leveraging digital technology to bring the iconic Prize Inside to life.”
Getting rid of toy prizes isn’t the only change the Frito-Lay brand is making. The Cracker Jack sailor will also be getting a makeover, which will debut sometime this month.