Corporate Profiles - 2021 - 16

INDUSTRY REVIEW: GRAIN-BASED FOODS
3.4%, according to IRI. As a result, cracker manufacturers are putting in the
time to reinvigorate the category.
With dollar sales of $1.66 billion, Chicago-based Mondelez International,
LEADING
crackers with fillings vendors
% change
from
1 Snyder's-Lance, Inc.
2 Mondelez International, Inc.
3 Ferrero USA, Inc.
4 Austin Food Co.
5 Kellogg Co.
6 Frito-Lay
7 Mars, Inc.
8 Central Wrap LLC
9 Bel Brands USA
Private label
Total
Dollar sales
$307,782,057
$247,001,104
$103,061,059
$84,589,958
$48,061,642
$32,129,697
$7,319,953
$5,026,394
$4,998,820
$41,306,838
$892,488,289
year ago
-4.1%
-3.5%
22.7%
-7.6%
-4.1%
3.9%
0.7%
-16.8%
-34.3%
-18.5%
-2.5%
Data for 52 weeks ended July 11, 2021
Total US - Multi-outlet with C-Store (Supermarkets, Drugstores and Mass Market Retailers, Gas/
C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)
Source: IRI
Inc. is the largest player in the US cracker category. Year-over-year dollar sales,
though, were down 1.2%, and unit sales were down 2.6%, according to IRI.
Compared with two years ago, Mondelez's dollar sales were up 2.9%.
Mondelez has given little mention to its Nabisco crackers business in recent
earnings calls, instead focusing on its moves to become a major player in the
cakes and pastries market.
That is not to say Mondelez's crackers business hasn't been in the news,
though. In late July, Mondelez closed a Nabisco cookies and crackers plant
in Fair Lawn, NJ. A plant in Atlanta was shuttered later in the year. Company
officials have said the decision comes as the company focuses its " US biscuit
manufacturing footprint to better meet changing consumer needs and growth
opportunities. "
Things have been going a little better for Kellogg Co., the nation's secondlargest
cracker manufacturer. Dollar sales for the Battle Creek, Mich.-based
company totaled $1.51 billion in the crackers category in the 52 weeks ended
July 11, up narrowly from the same period a year ago but up 10% from the 52
weeks ended Aug. 11, 2019, according to IRI.
One brand that has continued to perform well for Kellogg is Cheez-It.
Dollar sales for Cheez-It in the 52 weeks ended July 11 totaled $883.44
million, up 3.6% from the same period a year ago. The 3.6% gain
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Corporate Profiles - 2021

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