Better Cheddar’s were a popular variety of crackers made by Nabisco for over 15 years before being discontinued in the early 2010s. As a leading brand in the snack food industry, Nabisco’s decisions around Better Cheddar’s provide insight into the complex factors that influence product availability. This article will explore the potential reasons why Better Cheddar’s were taken off store shelves after years on the market.
The History of Better Cheddar’s
Better Cheddar’s crackers were first introduced by Nabisco in the mid-1990s. They were marketed as a premium, upscale version of the classic Cheese Nips cracker. While regular Cheese Nips were made with cheddar cheese powder, Better Cheddar’s contained real aged cheddar cheese andWhole grain flour. This gave them a tangy, sharp cheddar taste and crispy-crunchy texture that set them apart from other cheese crackers.
Better Cheddar’s were sold in a distinctive glossy yellow box featuring an illustration of a sophisticaded mouse in a robe and sleeping cap holding a cracker. Their marketing represented them as a classier cheese cracker for gourmet tastes. They retailed at a higher price point than standard Cheese Nips to match their positioning as a specialty premium product.
Upon their release, Better Cheddar’s were well-received by consumers and became popular especially among adult consumers. Their taste provided a zestier cheddar flavor than Cheese Nips or competing crackers like Cheez-Its. Nabisco supported the brand with marketing as a refined, gourmet snack. Better Cheddar’s carved out a niche in the cracker aisle as a go-to choice for shoppers seeking bold cheddar flavor with an upscale image.
Why Were Better Cheddar’s Discontinued?
Given their popularity among shoppers, Nabisco’s decision to discontinue Better Cheddar’s in the early 2010s came as a surprise to many loyal fans. While the company has not provided official reasoning, several likely factors contributed to Better Cheddar’s being taken off store shelves:
1. Declining Sales
While initially popular, it appears Better Cheddar’s sales eventually began to decline. As a premium-priced product, they remained pricier than standard cheese crackers. During the recession in the late 2000s, consumers became more price conscious and may have chosen cheaper alternatives. Even after the economy recovered, the higher price tag may have turned some buyers off over time. Lagging sales likely made Better Cheddar’s less profitable for Nabisco.
2. Increase in Production Costs
As real cheddar cheese and whole grain crackers, Better Cheddar’s had higher ingredient costs than regular Cheese Nips which use powdered cheese flavoring. Nabisco produced Better Cheddar’s in smaller batches compared to mass-market Cheese Nips. As overhead, labor, and raw material expenses rose over the years, profit margins on Better Cheddar’s may have shrunk despite their premium retail cost. The brand possibly became too costly to support relative to its earnings.
3. Shift in Marketing Strategy
Nabisco may have reconsidered Better Cheddar’s positioning as the snack food market evolved. Competitors introduced more gourmet and artisanal crackers that chipped away at Better Cheddar’s market niche. Large retailers like Walmart began offering private label premium crackers at lower prices. As competitors targeted the same demographic of upscale shoppers, Nabisco may have seen declining return on marketing Better Cheddar’s as a high-end choice.
4. Rise of Health Food Trends
The late 2000s and early 2010s saw growing popularity of natural, organic, gluten-free, and artisanal foods. Mainstream brands responded by introducing healthier product lines. As consumer preferences shifted, demand likely fell for indulgent, higher fat crackers like Better Cheddar’s. The rise of nutritional snack foods offered another reminder that Better Cheddar’s did not fit an emerging health-conscious marketplace.
Attempts to Bring Them Back
Disappointed Better Cheddar fans have attempted grassroots campaigns to convince Nabisco to revive the brand. Online petitions were started to show consumer interest, receiving thousands of signatures. People have reached out to Nabisco customer service through letters, emails, calls, and social media. But the company has not budged in renewing production.
Some optimists held hope when Mondelez International, Nabisco’s parent company, acquired Enjoy Life Foods in 2015. Enjoy Life is a leader in allergy-friendly foods, including gluten-free crackers. Speculation suggested Maybe Nabisco would relaunch Better Cheddar’s as a gluten-free variety under this new partnership. However, no such announcement has emerged.
Where Else to Find Similar Crackers
While they regret Better Cheddar’s absence, some loyal fans have found acceptable replacements offering the same balance of cheddar tang and whole grain crunch:
- Annie’s Cheddar Bunnies – Made with real aged cheddar and whole grain flour
- Kicking Horse Crackerz – Aged cheddar flavor in a rice and quinoa cracker
- Carr’s Whole Wheat Cheddar Crackers – Crackers with English cheddar cheese
- Cheddar Whales – Whale-shaped whole wheat crackers with cheddar
These alternatives aim to mirror Better Cheddar’s classic taste profile and texture. Shopping the specialty cracker aisle of grocery stores or gourmet markets can turn up comparable options to satisfy the craving.
Can Customer Interest Bring Them Back?
Strong nostalgia and customer loyalty mean many shoppers still clamor for Better Cheddar’s return. Is there any hope of success from future petitions and campaigns?
Nabisco has given little indication of reversing course. But other comeback stories like Surge soda show overwhelming customer demand can sometimes spur brands to restart production of beloved discontinued products.
For now, Better Cheddars remain a fond food memory. But if their passionate fans continue pressuring Nabisco, the company could someday oblige customers by cracking open the vaults and restoring this cheese cracker classic to store shelves.
Nutritional Profile of Better Cheddar’s
Here is a nutritional comparison of Better Cheddar’s versus regular Cheese Nips:
| Cracker | Serving Size | Calories | Fat (g) | Carbs (g) | Protein (g) | Sodium (mg) |
|---|---|---|---|---|---|---|
| Better Cheddar’s | 28 crackers (1 oz) | 130 | 5 | 18 | 3 | 220 |
| Cheese Nips | 56 crackers (1 oz) | 140 | 7 | 14 | 2 | 260 |
As you can see, Better Cheddar’s were lower in fat, carbs, and sodium compared to regular Cheese Nips. However, they provided more protein with 3g versus 2g in Cheese Nips.
The Rise of Gourmet Crackers
Better Cheddar’s were early pioneers in the gourmet cracker space. Since their discontinuation, even more upscale cracker options have flooded the marketplace. Below are sales figures for top gourmet cracker brands over the past decade:
| Brand | 2011 Sales (millions) | 2021 Sales (millions) |
|---|---|---|
| Carr’s | $56 | $89 |
| Finn Crisp | $32 | $51 |
| Doctor Kracker | $18 | $24 |
| Flat Earth | $9 | $16 |
Across the board, these specialty cracker brands saw sales growth from 2011 to 2021 as higher-end crackers increased in popularity. The market has become even more competitive since Better Cheddar’s heyday in the 1990s and early 2000s.
Gourmet Cracker Sales Growth Drivers
Several factors drove growth in gourmet cracker sales over the past decade:
- Increased snacking and a “grazing culture”
- Consumers seeking bolder, more sophisticated flavors
- Rise of artisanal, locally-sourced food products
- Crackers percieved as a healthier snack compared to chips
- Premium crackers viewed as an affordable luxury
As these cultural trends raise demand for upscale crackers, more competitors have entered the space once dominated by Better Cheddar’s. Nabisco likely viewed the segment as oversaturated when deciding to discontinue Better Cheddar’s.
The Future of Cracker Innovation
Cracker brands today face the challenge of catering to consumers who want bolder flavors but also have health concerns. Some recent cracker innovations aiming to meet these needs include:
- Ancient grain crackers – Crackers made from grains like quinoa, amaranth, millet to provide more protein and nutrients
- Seeded crackers – Crackers with chia seeds, flaxseeds, and other nutrient-dense seeds
- Vegetable-infused crackers – Crackers with blended-in vegetables like spinach, beet, and tomato for extra vitamins and minerals
- Reduced-fat crackers – Lower fat options but with robust seasonings to maintain flavor
- Gluten-free crackers – Cracker alternatives made from corn, rice, tapioca flours to avoid gluten
These innovations allow consumers to get exciting flavors and healthier options from the cracker aisle. Even without Better Cheddar’s, ongoing cracker innovation provides plenty of modern snacking choices.
Conclusion
Better Cheddar’s departure left a void of flavorful cheddar crackers on store shelves. But shifting consumer preferences, high costs, and growing competition likely made the brand less viable for manufacturer Nabisco over time. Today’s shoppers can find comparable crackers offering the same balance of sharp cheddar zest and whole grain integrity. Yet the original Better Cheddar’s formula remains irreplaceable for many nostalgic fans.