The cracker game is tough.
Nothing against the AARP card-carrying set, but the category has long felt like its natural habitat is your grandparent’s cupboards. For the most part, the category has all the freshness of a bowl of Werther’s sitting on your meemaw’s coffee table since the Obama administration. Recent redesigns from Chicago’s Soulsight for nana and pops-approved brands like Ritz and Triscuit emphasize delectable food photography coupled with bold branding, and those are pretty decent—they don’t necessarily rock the boat, but they’re safe and dependable. Club follows this formula, too, but something about that green still registers as stale, and as much as I like Saltines, they could most certainly use a lifeline.
