Category Analysis: Gourmet Crackers

an incredibly strong relationship with our co-manufacturer. They have been with us since day one and this partnership is going on 15-plus years.”

As Partners, a tasteful choice company has advanced within the gourmet crackers category, the category has never forgotten its roots. “Since 1992, our small Pacific Northwest family-owned bakery has stayed true to our origin of crafting high quality products slow baked from scratch with high quality ingredients,” Figgins said. “We’ve grown significantly since then, but we like to think our core standards of quality, reliability, innovation, transparency, sustainability, and social responsibility have kept us as a leader in the specialty cracker category. In 2022, we donated more than 2.2 million crackers to Food Lifeline and we have also reduced our carbon footprint with renewable energy from the Pacific Northwest. Though PSE’s renewable energy programs, we are doing our part to combat climate change and support cleaner energy.”

“We attribute our success to staying to true to our company’s core values, one of which is centered on providing trustworthy, remarkable products of extraordinary taste and quality,” Reaves said. “Milton’s was the first Gourmet Cracker brand to be Non-GMO Project Verified, which helped established Milton’s as a leader in the space for retailers and consumers alike. We believe that by consistently delivering products that meet our high standards, we have earned consumers’ trust and long-term loyalty, which has translated to high repeat rates and continued growth. Gourmet Crackers are often part of important celebrations in our consumers’ lives, and Milton’s Craft Bakers is the reliable brand shoppers choose time and again by providing the best possible products to serve and share.”

“Z Crackers has been lucky to grow within the Gourmet/Specialty category,” said Pollack with Savory Pie Company. “Being merchandised in the Deli/Cheese department has been enormously helpful in highlighting our unique packaging and branding. It’s clear that locating Z Crackers along with more conventional grocery items isn’t the best representation of the brand. Although, the grocery industry, in gen- eral, has listened to consumers and has made improvements that highlight the ever-expanding, unique, specialty food requirements. We are proud of our reputation as a dependable supplier and have worked with diligence to maintain our customers’ confidence over the years.”

Effie’s Homemade has made its mark within the gourmet crackers category “by creating a product that is unique in the specialty cracker category,” Costello said. “We are committed to making delicious and wholesome products using high quality ingredients and providing our customers with the best service possible. This commitment has created trust with our retailers.”

34 Degrees has withstood the test of time in the gourmet crackers category by realizing tradition and classic options always outlast flash in the pan trends.

“Our crisps have been a fan favorite and the go-to pairing cracker from world renowned cheese makers to deli managers,” Lieberman said. “We have never jumped on hot trends—you won't find a 34 Degrees keto cracker—but instead consistently deliver what consumers are looking for—high-quality crackers, at a reasonable price point, that perfectly pairs with cheese.”

“At Partners, we stay in the know and watch consumer trends, so we can be innovative by creating new products and be intentional with our ingredients to meet the changing needs and demands of the consumers,” Figgins said of how the company has made its mark in the category. “We make sure to pay attention to detail and always focus on quality so that some of our classics, like our Olive Oil & Sea Salt hors d’oeuvre and snack crackers, will continue to be pantry staples for our consumers for years to come.”

“Milton’s Craft Bakers has made its mark by delivering the products that consumers are looking for: the best tasting crackers with a clean ingredient label,” Reaves said. “Whether it’s the high quality of our products or the support we provide our retail partners with on time, in full delivery, Milton’s is a brand that both consumers and retailers can trust."