Cracker Jack Gets a Partner in Crunch With Cracker Jill

The Frito-Lay snack brand looks to support women in sports

Sailor Jack has been Cracker Jack’s main mascot for more than a century. As the 2022 Major League Baseball season gets underway, however, that will no longer be the case.

Today, the Frito-Lay-owned snack brand is unveiling Cracker Jill, an assortment of five female characters designed to represent the diversity of women in the United States.

Tina Mahal, vp of brand marketing at Frito-Lay North America, said as culture changes and interest in women’s sports grows it’s time for Sailor Jack to “share the spotlight with Cracker Jill, who will come to life in a number of different ways.”

Mahal noted the company plans to make Cracker Jill a permanent face of the brand moving forward.


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