Mondelēz Redesigned Barnum’s Animals Crackers Packaging, Removed Cages to ‘Make the Brand Relevant’

For decades, Barnum’s Animals packaging depicted lions, tigers and bears in cages. That stops today. The Mondelēz International cracker brand has a new illustration on its packaging, showing animals free and in the wild.

“At more than 115 years old, Barnum’s Animals crackers is one of the oldest brands in our portfolio,” wrote Kimberly Fontes, a representative for Mondelēz International (parent company of Nabisco) in an email. “Throughout our history, we have leveraged and evolved our classic design to drive awareness around key animal and environmental issues. To continue to make the brand relevant for years to come, we felt this was the right time for the next evolution in our design, now showing the animals in a natural habitat.”

Animal activist organization PETA claims it reached out to Mondelēz in 2016, pushing the company to retool its packaging design. In January 2017, the Ringling Bros. and Barnum & Bailey Circus—the crackers’ namesake—shuttered. Shortly after, in June 2017, Mondelēz reached out to PETA to inform the organization of its redesign.

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