Dragonfly Dreamer: That's A Cracker Jack Story

Recently, my boyfriend, Nathan, and I took a trip to Seaside, OR. On the drive back, we stopped for some snacks and came across one that neither of us had eaten in a long time. Of course we had to buy it, if simply for nostalgic reasons alone. This is snack is called Cracker Jacks. If you've had this snack before, then you'll know right away what I'm taking about, but if you've not, let me stop now and tell you a little about it.

Cracker Jacks are a mixture of caramel-covered popcorn and some peanuts. It comes in a single-serving, rectangular cardboard box. The label on the box is a distinct red, white and blue and always shows a little sailor on it. Inside every box, there is the traditionally much coveted prize.

Now, eating our Cracker Jacks as we drove North, Nathan told me about how he doesn't care for the peanuts. He told me that, as a child, he used to trade with his sister, giving her his peanuts in exchange for her prize. I, on the other hand, like the peanuts best of all, and personally believe that each box should include a whole lot more of them. I must agree with his sister, and I, too, would be willing to exchange my prize for more peanuts.

We also discussed how great some of the prizes used to be, but how they're quality had decreased over time. No longer filled with neat little toys, now the prizes are usually made of paper or cardboard, less exciting that what one might find in a typical box of children's cereal. On this trip, for instance, we were not surprised to find pieces of paper printed with a picture and instructions that told us it's to decorate the end of a pencil. Whooped-Di-Do! It would have been disappointing if we hadn't already known the quality of the Cracker Jack prize had long ago deteriorated into this state. Nevertheless, I still enjoyed my box of Cracker Jacks. I especially enjoyed eating them with Nathan, since he gave me his peanuts. Yummmy!

Thinking about Cracker Jacks, I was curious about how they came into being and how long they've been around. What do I do when I want to know about something? I google it, of course! I wasn't surprised to learn that Cracker Jacks' has it's own website. I've included what I found to be the most interesting page on the official website and some links for more information.

Official Cracker Jack website: http://www.crackerjack.com/home.htm

Wikipedia article on Cracker Jacks (which includes a long list of interesting pop culture references to Cracker Jacks): http://en.wikipedia.org/wiki/Cracker_Jack

1893 According to legend, a unique popcorn, peanuts and molasses confection that was the forerunner to Cracker Jack caramel coated popcorn and peanuts is introduced by F.W. Rueckheim and Brother, at the World's Columbian Exposition, Chicago's first World's Fair.

1896 Louis Rueckheim, F.W.'s brother and partner, discovers the process for keeping the molasses-covered popcorn morsels from sticking together. Louis gives the treat to a salesman who exclaims, "That's crackerjack!" "So it is," says F.W. Rueckheim, who then has the words trademarked.

1908 The song "Take Me Out to the Ball Game" is written by Jack Norworth, who writes the lyrics during a 30-minute subway ride, and Albert Von Tilzer, who composes the music. Cracker Jack brand is immortalized with the third line, "Buy me some peanuts and Cracker Jack."

1912  "A Prize in Every Box" is introduced when toys are inserted into every package.

1918  Sailor Jack and his dog, Bingo, first appear on packages.

1955  Cracker Jack begins advertising on television with the appearance of Cracker Jack on CBS-TV's "On Your Account" which is televised to 130 stations nationally.

1964 Columbus, Ohio-based Borden, Inc. purchases the Cracker Jack Company. It becomes the Cracker Jack division of Borden, Inc.

1975 Automated, high-speed, continuous cooking machinery replaces the metal tubs in which Cracker Jack was batch-coated.

1992  Butter Toffee flavor Cracker Jack Popcorn is introduced.

1993  Cracker Jack celebrates its 100th anniversary.

1995  Fat-free Cracker Jack brand is introduced.

1997  Frito Lay purchases Cracker Jack brand from Borden.

1999  A new Cracker Jack television ad runs during the
championship pro football game on January 31st. It's the first
television advertising for Cracker Jack brand in 15 years.

Frito Lay launches crackerjack.com to inform and entertain
fans of Cracker Jack.

Cracker Jack releases Butter Toffee Clusters in November.

2000 In response to strong consumer demand, Cracker Jack launches Butter Toffee Peanuts.

2002 Frito Lay redesigns crackerjack.com to keep up with changing technologies on the Internet.

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