Stauffer’s is aiming its Simply Animals line at the back-to-school snacking occasion, pairing lunchbox-focused marketing with the continuation of its literacy partnership with Reading Is Fundamental.
The push lands in a season when lunchbox formats are key. Variety packs climb 41 percent above their yearly average as school resumes, according to recent Instacart purchase data. Simply Animals Original is available in a 12-
pack multipack alongside 16-oz. bags, with Cocoa and Glazed Cinnamon rounding out the three-flavor lineup in 16-oz. bags.
The line’s positioning leans on clean-label attributes: the crackers are made without high-fructose corn syrup or artificial colors and produced in a peanut-free U.S. facility, a point of differentiation in a segment where allergen-friendly claims influence school-snack purchasing.
“Back-to-school season is all about getting back into a routine, but there are plenty of opportunities to make those everyday moments special,” said Ken Vlazny, SVP of sales and marketing at Stauffer’s. “Simply Animals brings imagination and fun to lunch boxes, snack time and family activities, while giving parents ingredients they feel good about.”
The brand’s consumer marketing centers on themed lunchbox ideas and “snacktivities” built around the line’s 13 animal shapes, encouraging parents to use the crackers in creative lunches and after-school snack stations.
Through the Reading Is Fundamental partnership, the book “Bryson’s Rocket Riddles” is available free on RIF’s Skybrary reading app through November.
Founded by David F. Stauffer in 1871, the 155-year-old company remains headquartered in York, Pennsylvania, part of the region known as the Snack Food Capital of the World. Stauffer’s, a wholly owned subsidiary of Meiji America Inc., also produces Snaps, Whales Baked Cheddar Crackers and seasonal favorites.