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This Isn’t Your Father’s Cracker Jacks

Frito-Lay to roll out caffeinated Cracker Jack'd snacks


Early next year, snack maker Frito-Lay — owned by PepsiCo (NYSE:PEP) — will bring to market a new line of caffeinated snacks called “Cracker Jack’d.”

The new snacks — some of which will have a caffeine content higher than allowed for cola-based beverages — will be marketed as an adult snack. Flavors include “Cheddar BBQ,” “PB & Chocolate,” “Salted Caramel” and “Spicy Pizzeria.”

The caffeine content is causing concern, however. The nonprofit watchdog group, Center for Science in the Public Interest, says adding caffeine to snacks violates FDA guidelines, CBS reports. Caffeine supplements are limited, under FDA rules, to cola- and other soda-based drinks. There are no guidelines for adding caffeine to snack products.

In a statement, CSPI Executive Director Michael F Jacobson said, “… I fear that we’ll see caffeine being added to ever-more improbable drinks and snacks, putting children, unsuspecting pregnant women, and others at risk. How soon before we have caffeinated burgers, burritos, or breakfast cereals?”

A Frito-Lay spokesman said the new product contains coffee, which contains caffeine naturally.

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