Move over, Jack — baseball fans will soon be able to line up to buy some peanuts and cracker Jill as the iconic Gametime snack launches “a new face” to recognize women in the sport.
Caramel-topped popcorn maker Frito-Lay announced the addition of Cracker Jill on Tuesday, saying the move aims to “celebrate the women who are breaking barriers in sports.”
Bags of Cracker Jill will be available at concession stands at baseball stadiums across the country and for fans who donate at least $5 to the nonprofit Women’s Sports Foundation on the snack’s website.
As part of the launch of the new Nibble, the 125-year-old brand released an “updated” version of the seventh-inning stretch classic “Take Me Out to the Ballgame,” sung by singer Normani.
In the tune, Nomani sings, “Buy me some peanuts and Cracker Jill. No one can stop you if you have the will.”
The former Fifth Harmony member said she was proud to “join a campaign built on inclusion and empowerment because it is vital for young girls to feel represented and to participate in the celebration of the achievements of the women before them “.
“We are constantly inspired by the many women who are making history by breaking new ground, and we want to celebrate their achievements while supporting progress,” said Tina Mahal, vice president of marketing at Frito-Lay North America, in a statement .
“Cracker Jack has been part of the sport for over a century as records have been set and rules changed,” Mahal said. “We were so inspired by how girls and women are changing the face of the game, so with that in mind we’re introducing Cracker Jill to show girls they’re in even our most iconic snacks.”
The company also announced a $200,000 donation to the Women’s Sports Foundation.
Jill’s packaging for the peanut-filled products was created by artist Monica Ahanonu. Frito-Lay said the five different versions of Jill on the bags were “inspired by the major ethnic groups in the United States,” according to Census Bureau data.
While Cracker Jill’s debut was scheduled to coincide with this year’s baseball season, Frito-Lay said the intention is that “Jill will continue to join Sailor Jack as a member of the team roster and part of the brand ethos.”
The addition of “Jill” comes as several brands have emphasized inclusivity while updating images of their most iconic female characters.
Earlier this year, M&Ms announced that its candy characters – including the “Green M&M” – would be given a fresher look with “more nuanced personalities”. Disneyland Paris also unveiled a new outfit for Minnie Mouse – a pantsuit – which designer Stella McCartney described as “a symbol of progress for a new generation”.
—Updated at 1:25 p.m