Gourmet crackers are in for a tough fight from their mainstream counterparts.
like Nabisco and Keebler have been aggressively working to keep their items in the public eye.
For instance, Nabisco, East Hanover, N.J., maker of Ritz, Triscuit and Wheat Thins, among others, has encouraged its customers to call a toll-free hotline to share their favorite cracker snack suggestions.
It also has created a brochure called "Open a Box. Make up a Snack. Snack Suggestions from Nabisco Crackers," which features fun, fast cracker snack items for Ritz, Triscuit and Wheat Thins crackers.
Also, Sunshine Biscuits, recently purchased by Keebler, Elmhurst, Ill., has run several events to celebrate the 75th birthday of its Cheez-It crackers. It also launched the Big Cheez-It, which is twice the size of the original Cheez-It, and has introduced redesigned packaging for its low-fat line.