Cracker Jack – The Oldest Snack In America?
A person who lives in my home (but who shall remain anonymous) recently got the urge to dig into a box of Cracker Jack. Really, who hasn’t had that urge? But seeing as how Cracker Jack is not something typically found in the JP Pantry, the urge was delayed until the day when your humble author stumbled across this classic product for sale at a local grocery store.
I was really happy to find that Cracker Jack is still being sold, and even in the waxed paper boxes I remember from my youth. I started to wonder about how long Cracker Jack had been around. After I tore into one of the boxes and wolfed down its contents of caramel/molasses-coated popcorn and peanuts, that is.
It turns out that Cracker Jack might just be America’s oldest packaged snack. It is so old that its beginnings are a little murky. The consensus seems to be that a German immigrant named Frederick Rueckheim, who had come to the U.S. not long after the Civil War, settled in Chicago and began selling popcorn as a street vendor. He soon bought out a confectionary business that had been destroyed by the Chicago Fire of 1871 and after his younger brother joined him in America, started the F. Rueckheim & Bro. Company to make and sell popcorn and candy.
The brothers came up with a molasses-coated popcorn and peanut treat which they sold at the Chicago World’s Fair in 1893, but it was not wholly successful. It seemed that the molasses coating caused the stuff to weld itself together into a glob. Louis Rueckheim set to work improving the recipe, and the secret turned out to be either a dry molasses coating or a dribble of oil added in mixing, depending on the source. By 1896 the brothers reintroduced the stuff, and called it Cracker Jack.
The source of the name is also something with several different stories, including that a salesman who tasted the stuff described it as a “cracker jack”, which was then-common slang for something that was first-rate. Or, maybe Frederick Rueckheim just thought it up. In any case, that name was trademarked in 1896, along with the slogan “The more you eat, the more you want.”
Those familiar boxes were almost as big of a deal as the product itself. In 1899, company employee Henry Eckstein developed a box which he described as “triple-proof packaging” because it was dustproof, germproof and moisture proof. This waxed cardboard package was unique in an age where things were usually sold either in bulk or in tins or bottles. This first-ever use of packaging suitable for national distribution of the snack was so instrumental in the success of Cracker Jack, that Eckstein was soon made a partner in the business, which became known as Rueckheim Bros. & Eckstein.
The company became even more successful after its star product was featured in a hit song of 1908, “Take Me Out To The Ball Game”. Everyone knows the song, but may not know that it is about a girl who will only go out on a date if the gentleman takes her to the baseball game. The line “Buy me some peanuts and Cracker Jack, I don’t care if I never get back” shows how popular the confection was at the time, and gave it multiple generations’ worth of free publicity.
We might think that the iconic young sailor was the original mascot, but we would be wrong. The first cracker jack Cracker Jack salesmen were a couple of bears, which were featured on a series of advertising cards. Like this one which featured President Theodore Roosevelt. It was probably considered funny in its time given TR’s being much more likely to shoot a bear than to shake one’s paw. Which may be why one of the bears has climbed up one of the columns at what appears to be The White House.
Sailor Jack came along in 1916. Some claim that Jack was modeled on Rueckheim’s young grandson who died as a child, but this may or may not be true. A company publicist of the day simply described him as a happy boy who would appeal to children. Of course he would appeal to children if it was he who suggested that children substitute Cracker Jack for their regular breakfast.
We cannot write about Cracker Jack while ignoring the unique hook that has snared generations of kids – the “free surprise” inside each box. Cracker Jack began offering in-package prizes in 1912, and have included many things over the years. Those older than me will recall little metal toys made in Japan through much of the 1930’s. I remember little plastic trinkets. Today, the prizes are not in the same league. You get a sticker and a URL for simple Cracker-Jack-themed arcade games. Yes, I played them. All in the name of research, of course.
Borden bought the company from the Rueckheim family in 1964, which is when corn syrup replaced sugar in the recipe. The brand was eventually sold off to Frito-Lay in 1997, which owns it today. Cracker Jack was still made in Chicago through Borden’s years, but after Frito-Lay took over, it has been manufactured by a wholesale candy company in Ohio.
Goodness, but have I ever written a lot about Cracker Jack without once getting into the actual product itself. I guess this shows us what a cultural phenomenon the stuff has been. And, I have to say, that while one caramel-coated popcorn is pretty much like any other, the molasses adds a special something, as do the peanuts.
About the peanuts – if you have ever thought Cracker Jack has gotten stingy with the peanuts, you would be right. Sources report that in the early days, happy children got 25-30 peanuts in a box. Under Borden, the company promised 12-15 peanuts, but an unofficial test done by a news organization in 2005 got an average of only 6 peanuts in a box. In 2013, Frito-Lay increased the peanut count, but apparently without disclosing what that increased count was. Noodling around the web, the consensus seems to be that there are about 9 peanuts in a single-serving 1 oz. box of Cracker Jack these days – which is 3/8 of an ounce short from the 1968 box shown above. Could the Frito Bandito be pilfering peanuts? Perhaps an investigation is something that would bridge the partisan divide for a Congressional investigation.
Even if the company is being a little stingy with the peanuts, it is comforting to me that something like Cracker Jack is still being made and sold, and in something very close to its original style of packaging. Even putting aside the nostalgia that comes as part of the package, the stuff is still a tasty treat. And for your humble scribe, what was true in 1896 still goes – the more you eat, the more you want.
Which creates a problem. Remember that 3-pack I bought. Each of the two members of my household has consumed one, which leaves a single, lonely box being eyed avariciously by two people. I think the only solution is another 3-pack. Yes, I think that will be just the thing. A cracker jack of an idea, even.
Sources for further reading:
https://www.immigrantentrepreneurship.org/entries/frederick-rueckheim/
Process Techniques for Engineering High-Performance Materials by Tim Oberle
https://www.mashed.com/814585/the-untold-truth-of-cracker-jack/
J. P.'s Blog 
Maybe because I grew up in Chicago, I remember having Cracker Jack for much of my youth, and not just at “events”, but just casually, maybe a few times a month, it was just at the corner store. Equally as disappointing to me as the roll off of quality prizes, was the reduction of peanut count, my favorite part, and something I think happened way earlier than suggested here: I was still a kid when I noticed the lack of peanuts.
Those familiar with the show Comedians in Cars, will remember the hilarious Jimmy Fallon, Jack Nicholson, Cracker Jack bit, easy to Google.
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I watched that video, and you are right!
I think every generation after the first one has lamented the reduced peanut count in Cracker Jack. A handful with a couple of peanuts to go with the popcorn was always a (rare) high point, and usually only happened near the bottom of the box.
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Quoting the ad from 1916, “Everyone likes Cracker Jack!”–even me. Or as I used to say, “This stuff is like crack!” (So addicting!)
I haven’t had Cracker Jack in a long time–I’ve moved on to Skinny Pop popcorn: plain, lightly salted. Which is just as satisfying, without all the sugar (i.e. corn syrup). For more “mature” tastes.
First time I’ve ever heard the original Take Me Out To The Ball Game. Still sounds good, even today. It seems all singers from that time had the same “accent”, which has now totally vanished. I always wonder–if I stopped someone on the street in 1908, what would his/her voice sound like?
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Yes, Cracker Jack has been rarely found in our house – I can’t recall the last time we bought any. But it was a fun retro treat. And with the 1 ounce box, there is no danger of overindulging!
I love the vocal introduction at the beginning of the early Edison records – as if the label wasn’t enough. I have noticed in old movies and newsreels (in addition to old records) how common a New England kind of accent was.
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This article makes me hungry for a box of Cracker Jack, which I haven’t had for some time. It’s one of those childhood treats that still appeals to adult tastes.
What I remember – aside from how good it tasted – are the television commercials featuring noted actor Jack Gilford. He starred in those commercials from 1960 through 1972. If I recall correctly, he never said a word in those commercials. He passed away in 1990, but I still associate him with Cracker Jack.
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Yes, I watched several of those ads on YouTube. The earliest one I found was a black and white one from the 60’s. That campaign is the source of my mental association – every time I see Cracker Jack, my mind pulls up the end of that jingle: “Candy coated popcorn, peanuts and a prize – – – that’s what you get with Cracker Jack”. And it finishes with a 5 note sequence that has proved to be just as memorable as the end of the rest of the jingle for me.
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Cracker Jack was an absolute favorite of mine. As I matured, I could have used more (not less) peanuts to cut the sweetness. I would trade the toy for peanuts. How expensive are peanuts anyway? Cracker Jack even boldly brags about the very addictive powers of the product with their jingle. Btw, I think you transposed the digits 1893 into 1983 early in the piece. I only mention it to boldly brag that I do not skim your posts!
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Aha! My brilliantly sneaky trap for careless readers worked, and you are the first to pass the test! Or else I just got sloppy typing the year. I will not disclose which of those two statements is true.
Peanuts apparently no longer cost just peanuts?
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I just remember how cans of mixed nuts are often padded with peanuts, presumably because they are cheaper than other fancy nuts.
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I’m a long time eater of something called “Spanish Peanuts”, a small variation of a Virginia common peanut, with a paper thin red “skin”. I only recently found out that this is the common nut used in most candy bars and confections, but I can tell you, these truly cost just peanuts, pretty close to the cheapest nut you can buy! I’m sure they’re absolutely the same or similar to the peanut Cracker Jack starts out with before the glazing, hence these should be cheaper than dirt, too cheap to be stingy!
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I once ate Cracker Jack pretty often. Haven’t had it in years. Maybe I’ll try and find it somewhere. CJ is delicious!
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I think Cracker Jack may be like donuts. Lots of people won’t eat them for lots of reasons. But nobody avoids it because they just don’t like it. But maybe this little blog post will flush out that one person who just can’t stand the stuff. Not likely, but possible.
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Cracker Jack – or “Cracker JackS” as I always inexplicably called it – was frequently found in my house when I was a kid. For some reason, my mom approved of it as a snack. I never asked for it for breakfast “with milk or cream” as the ad suggests, and I’m guessing that wouldn’t have flown. Although I might have made a case that it was just as good for you as Captain Crunch (our go-to, mom-approved, breakfast cereal).
I nowadays only eat it when I go to a ball game, which isn’t all that often, so I don’t often eat Cracker Jack. I’m definitely wanting it now though after reading this.
One thing that I definitely recall about that packaging is just how difficult it was to open according to instructions. It just never worked to “Push and Tear Off Top”…the box usually crumpled and I’d wind up stabbing it and then sawing the top off with a serrated steak knife.
So many things came from Chicago, and were introduced to the public at the various Chicago World’s Fairs.
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That is my rule with anything made of paper or cardboard: if you want to strengthen an area, just perforate it. Because it will never tear at a perforation.
It was never in my house growing up, though not for any reason I ever figured out except that my mother preferred salty snacks to sweet ones.
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I don’t know when Cracker Jack became available in Canada! It isn’t something I remember having very often. Instead, we would make a batch of ‘Caramel Corn’ and add almonds or mixed nuts to the popped popcorn before mixing it all into a sticky syrup. That would get baked in a low oven for an hour. Very addictive…
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That’s the sure way to get as many peanuts into the stuff as you want!
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This was a fun post JP – a crackerjack of a post! I enjoyed reading about the history of Cracker Jack which I never tasted as a youngster or a teen (“it’ll rot your teeth” or “not while I’m paying your dental bills”) and then, as a young adult, I had braces on my teeth for about 2 1/2 years, so sticky anything was a no-no. I finally got to try it as an adult and loved it. I can see it being addictive, so no wonder they only sell it as a three-pack. Here in the Detroit area, Better Made Potato Chips have been around for ages and have cornered the market for salty snacks. One of their best sellers bought locally and shipped out by the case to former Michiganders is their “Detroit Mix Caramel & Cheese” which is caramel corn mixed with a cheese seasoning. It may sound like a strange mixture, but I tried it and it is tasty. But sadly it doesn’t have peanuts nor a prize.
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Haha, I guess you can’t have everything. I have tried carmel/cheese popcorn and it’s pretty good. I think peanuts would make it better!
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Let’s suggest it to Better Made – it might be good for a case or two of that caramel/cheese popcorn. 🙂
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I also remember, “Candy coated popcorn, peanuts and a prize/That’s what you get in Cracker Jack.” It immediately popped into my head when I saw the first picture. I liked it as a kid but nowadays I don’t have the teeth to enjoy it so often although if it has less peanuts now… I remember the little plastic toys, too and when one of the grandkids had some and all it had was a little tattoo or something I was pretty disappointed.
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Yes, that “prize” was a real disappointment!
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Interesting history. I remember having Cracker Jack occasionally as a kid, but we were more into penny candy, if we had money to buy something at the corner store, maybe for the variety or perhaps the price? I remember it as being very good though. I’m not sure if you will ever find someone who does not like it! Enjoyed the song!
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It’s interesting how songs became hits in the days before radio. Vaudeville, sheet music and records could certainly boost some songs into immortality.
I suspect Cracker Jack was always a little pricey.
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I always loved Cracker Jack but haven’t touched it in years. I used to love the plastic u build toys. When they went to mini books and stickers I lost interest. Iyt might be time to try again. not for the toy but for the popcorn.. 🤣😎🙃
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Yeah, I think most readers here (including me) are too old for even the “good” prizes from the old days. If only they would include coupons for free fries at McDonalds or something. 🙂
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Cracker Jack is forever linked to my youth because I had a great uncle who brought boxes to me and my brothers every time he visited. But more importantly, Cracker Jack played the pivotal role when I proposed to my wife. With the help of coworkers at my office, I steamed open one of prize packs over the coffee pot, and subbed the ring for the prize. Then I took her on a picnic, with Cracker Jack for the dessert. Imagine my panic when we shopped for the picnic and my Midwest-raised wife goes, “Cracker Jack? No, Fiddle Faddle!” Can’t recall how I avoided her preference but thank goodness, she still said “yes”!
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Haha, I think this is the best Cracker Jack story I’ve ever heard!
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Thank you for the education today – I had no idea of the origin of the “Take Me Out to the Ballgame” song. And since I’m not a baseball fan, I hadn’t heard the song probably since Harry Caray was alive and sang it at the 7th inning stretch.
Don’t think I’ve had any Cracker Jacks since I was in my early teens (I’m 65 now). Also cannot remember even seeing them in a store. I’ll set out on a quest this weekend and see if I can find some as now I’m ‘jonesin’ for some!
I laughed out loud at your mention of the Frito Bandito. It’s sad that in today’s world, commercials such as that would not be allowed.
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I seem to be a bad influence on people today! 😎
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HERESEY! I just got back from shopping, and was NOT shopping for Cracker Jack, when a center aisle display appeared in front of me with 8.5 ounce mylar bags of Cracker Jack, and no boxes in the store. Short circuiting the “one box, one portion” beauty of the boxes, the bag allegedly had “9 servings”! Theres allegedly a prize inside, but it seems to me there should be 9 prizes inside! A quick taste while I type this, and the popped glazed corn part seems lighter, less dense, and less flavorful. Haven’t reached any peanuts, or the prize yet. I’ve been wringing my hands over the state of the nation for 30 years now, but this is a true omen of the end!
https://www.walmart.com/ip/Cracker-Jack-Crunchy-Caramel-Coated-Popcorns-Peanuts-8-5oz-Bag/26914285
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Fortunately, there is also a one bag-one serving rule that you can invoke. 🙂
And I agree on the one prize per serving rule!
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OK, for the last number of hours, I ended up eating the whole thing. One crappy paper “prize”, which was some sort of marketing ploy to get you to go to the website and play an “Arcade” game, using the picture inclosed in the tiny paper envelope. I don’t know if you keep playing, and then have to send something in when you get the correct number of adhesive pictures, but I’m not even going to the website, just threw it out. You’ll be sad to know, that when I got to the bottom, there were about as many peanuts as one would find in maybe 2 boxes of Cracker Jack, certainly not anywhere near enough for 9 servings! I didn’t particularly feel bloated by snacking on the package all afternoon either, probably about the same calories as a decent sized ice cream cone. Feels like another “peanut cutback” to me!
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One more in a long list of things that aren’t as good as they used to be. I was hoping it might be an exception, but apparently not.
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There’s a vintage nut and candy store near me called HalfNuts (of course). Spanish peanuts are the cheapest nut there, at about $3.79 a pound (which is actually a lot of peanuts), BUT, I found that they also had these nuts roasted and treated with sugar or honey, which is probably as close to a Cracker Jack nut as you’re going to find! Similar price. One could buy pound of these, and add to suit, to your sadly peanut bereft Cracker Jack box!
https://www.halfnuts.net/collections/nuts/products/honey-roasted-peanuts
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