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Frito-Lay introduces Cracker Jill to support and celebrate women in sports

    Tied to the brand’s baseball roots, Cracker Jack partners with award-winning artist Normani to record a reimagined version of the ballpark classic, “Take Me Out to the Ball Game”  

    After more than 125 years as one of the sport’s most iconic snacks, Cracker Jack is adding a new face to its roster, with the introduction of Cracker Jill to celebrate the women who break down barriers in sports. Tapping into the brand’s rich history with America’s favorite pastime, Cracker Jill comes to life through five different representations on a series of special-edition bags, which will be available at the start of this year’s baseball season in professional ballparks across the country and through a donation of $5 or more to the Women’s Sports Foundation.

    Cracker Jill comes to life through five different representations on a series of special-edition bags.

    “We are constantly inspired by the many women who are making history by breaking the mold, and we want to celebrate their achievements while supporting progress,” said Tina Mahal, vice president, of marketing at Frito-Lay North America. “Cracker Jack has been part of sports for over a century, as records were made and rules changed. We’ve been so inspired by how girls and women are changing the face of the game, so in this spirit, we introduce Cracker Jill to show girls that they’re represented even in our most iconic snacks.”

    Empowering Communities
    To extend its impact, Cracker Jack is donating $200,000 to the Women’s Sports Foundation (), a national non-profit that conducts research and advocacy and supports community programming, to help girls and women across the country reach their potential in sport and life. To further support the Foundation’s work in gender equity, Cracker Jack is encouraging fans to donate to WSF via this link. As a thank you, Cracker Jack will send a Cracker Jill bag to fans who donate $5 or more, while supplies last.

    “Our Foundation is an ally, advocate and catalyst to help unlock the possibilities in every girl and woman through the power of sport,” said Danette Leighton, WSF CEO. “Representation matters – it encourages and inspires the next generation. It’s wonderful to see Cracker Jill come to life, emphasizing the power that representation can have by celebrating women who’ve broken barriers.”