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Combos
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Combos
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Combos
Cheddar Cheese Baked Cracker Combos
Product typeSnack
OwnerMars, Inc.
Produced byMars, Inc.
CountryUnited States
Introduced1970s; 54 years ago (1970s)
Websitecombos.com

Combos, officially called Combos Stuffed Snacks, are a snack food distributed by Mars, Incorporated, and sold throughout North America.[1] Products are available on cylindrical tubes of cracker, pretzel, or tortilla, available with various fillings.

"Combos Snack" was established in Battle Creek, Michigan in the 1970s[2], though the pretzel form was produced first, Combos were first released in cracker form. They are also available with tortilla shells.

In mid-June 2016, some varieties of Combos were affected by an undeclared nut-related recall.[3]

Production

[edit]

Combos are produced by forming a soft bread-like dough, which is hollowed out into a tube-shaped form. A cutter slices the dough into bite-sized lengths. The snacks are then baked, cooled, and filled with the appropriate filling.

Flavors

[edit]

Combos are available in six standard flavors:[4]

  • Cheddar Cheese Pretzel
  • Pizzeria Pretzel
  • Pepperoni Pizza Cracker
  • Cheddar Cheese Cracker
  • Buffalo Blue Cheese Pretzel
  • Nacho Cheese Pretzel
  • Ranch Dip Pretzel

They also offer several limited edition or exclusive flavors:

  • Honey Sriracha Pretzel
  • Spicy Honey Mustard Pretzel
  • Jalapeño Cheddar
  • Cheddar Cheese Bacon Pretzel (Walgreens exclusive)
  • Sweet Barbeque Baked Cracker (Walgreens exclusive)
  • Garlic Parmesan Baked Cracker

Discontinued flavors include:

  • Bacon, Egg, and Cheese Cracker
  • Cheeseburger Cracker
  • Mustard Pretzel
  • Zesty Salsa Tortilla
  • Peanut Butter Pretzel
  • Peanut Butter Cracker
  • Seven Layer Dip Tortilla
  • Sweet & Salty Caramel Crème Pretzel
  • Sweet & Salty Vanilla Frosting Pretzel

Advertising

[edit]

In 2006, Combos worked with TBWA and Agency.com to create the Man Mom campaign,[5][6] and in 2008, Combos worked with Agency.com to create the Combos Nation campaign. Combos was an official sponsor of Kyle Busch, NASCAR driver of the number 18 Toyota Camry, whose car featured other Mars, Incorporated products as well. Busch won the 2008 Best Buy 400 benefiting Student Clubs for Autism Speaks with Combos as the primary sponsor of his car. [7] It is the official cheese-filled snack of NASCAR.[8]

[edit]
  • In 1995, Marvel Comics collaborated with Combos to create a series of advertisements featuring "Combo Man", a superhero who was a combination of 14 other Marvel characters. Combo Man would get a one-shot comic book one year later. [9][10]
  • The 2000 Morphine song "Top Floor Bottom Buzzer" on the album The Night contains the lines, "There's a muchacha, teachin' me to mambo. There's my buddy Pete eyein' a bowl of Combos."
  • Rodney Rush played the character of Christian "Combo" Ortega on the show Breaking Bad, named after the snack.
  • Comedian and actor Aziz Ansari references the snack in his 2015 book Modern Romance: An Investigation, saying, "Should I go out with this girl even though she listed Combos as one of her favorite snack foods? Combos!!?"[11]
  • The snack was featured on a February 2020 episode of the Bon Appétit YouTube channel series Gourmet Makes with Claire Saffitz.[12]
  • Combos were discussed on episode #164 on the podcast Conan O'Brien Needs a Friend.[13]
  • A Combos conspiracy theory was discussed on episode #91 on the podcast Amerikinda with Cory and Travis.[14]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Combos

View on Grokipedia
from Grokipedia
Combos, officially known as Combos Stuffed Snacks, are a line of baked snack foods consisting of crunchy or cracker shells filled with creamy, flavored centers such as , , or buffalo . Produced by Mars, Incorporated, these snacks are designed for on-the-go consumption and are particularly popular at gas stations and convenience stores, where they account for a significant portion of sales due to their portability and mess-free format. Introduced as an innovative combination of textures and tastes, Combos feature oven-baked exteriors that provide a satisfying crunch paired with smooth, savory fillings, making them a staple in the American snacking market. The origins of Combos trace back to the early 1970s. Today, Combos are available in a variety of formats, including 1.8-ounce single-serve bags and larger 6.3-ounce packs, with pretzel options encompassing , , and , while crackers include and varieties. Distributed primarily throughout , these snacks emphasize convenience and bold taste combinations, evolving from their humble beginnings into a beloved choice for road trips, vending machines, and casual snacking occasions.

Product Overview

Description and Composition

Combos Stuffed Snacks, distributed by Mars, Incorporated, are oven-baked, bite-sized foods consisting of hollow outer shells filled with creamy, flavored centers. These snacks are designed to combine the textures and tastes of traditional finger foods, offering a crunchy exterior paired with a soft interior in a convenient, portable form. The physical structure features small, cylindrical tubes, typically under 2 inches in length, formed from various shell materials that provide distinct sensory experiences. The primary shell types include , which offers a salty, twisted, and robust crunch; cracker, featuring a neutral, tube-like shape with a light, airy texture; and , a corn-based option suited for more intense flavor pairings due to its slightly denser composition. This variety allows for versatility in texture while maintaining the core concept of a filled, tubular . The filling mechanism involves an oven-baking process in which soft, flavored fillings—often cheese-based—are injected into pre-formed shells, ensuring even distribution without compromising the outer crunch. This technique creates a striking contrast between the crisp shell and the smooth, indulgent interior, enhancing the eating experience through layered textures. The primary appeal of Combos lies in their innovative fusion of two snack elements into one unit, such as a shell with cheese filling, marketed as a mess-free, satisfying option for on-the-go consumption. This dual-nature design positions them as a convenient alternative to separate snacks, emphasizing portability and portion control.

Packaging and Availability

Combos snacks are primarily packaged in flexible, resealable bags designed for convenience and portability. Standard formats include single-serve bags of approximately 1.8 ounces, medium-sized bags of 6.3 ounces, and larger party or family-size bags up to 13.5 ounces. Bulk variety packs, containing 18 to 30 individual bags, are also available for or resale purposes. These packaging options cater to on-the-go consumption and group settings. The design emphasizes vibrant, eye-catching colors to stand out on shelves, featuring a bold "Combos" in and lettering with a ripple-like effect for visual appeal. This refreshed branding, introduced around 2011, highlights the product's baked nature to differentiate it from fried competitors while maintaining . No tubs are used in standard retail . Availability is concentrated in North America, where the snacks are widely distributed through convenience stores, gas stations, supermarkets, vending machines, and online platforms such as Amazon and . As a Mars, Incorporated product, Combos benefits from the company's established North American retail network. Internationally, distribution is limited, with products available in select markets like via wholesalers and specialty retailers, but not broadly exported elsewhere. Due to their oven-baked composition, Combos snacks offer extended shelf stability of up to 52 weeks when stored in a cool, dry place without , making them suitable for long-term retail display and .

History

Origins and Early Development

The concept for Combos snacks originated in the early 1970s in , where food technologists experimented with combining the crunchy textures of or crackers with creamy cheese fillings to create a convenient, mess-free . The initial breakthrough came from a simple prototype: using a drill press to bore a hole in a pretzel and inject it with nacho cheese, laying the groundwork for a "two snacks in one" product designed for on-the-go consumers seeking portable indulgence. Developed initially by an independent group of innovators, the product gained traction after Mars, Incorporated purchased the underlying for the filling injection in the late . Early testing prioritized oven-baking techniques to minimize oiliness and residue compared to traditional fried snacks, ensuring a cleaner eating experience. By 1978, production shifted to , as the venture formally integrated into the Mars family, with the introduction of "Shotzels" (filled pretzel shells) and "Nutzels" (unfilled versions). The first Combos product launched in 1980 as cheese-filled shells, quickly establishing the brand's signature format with real cheese fillings for authentic flavor. This was followed by the introduction of cracker varieties in 1985 and the flavor profile in 1982 through Dooley’s/Corn-Quistos, culminating in the Cracker as a standout early offering in 1988, which expanded the line's appeal through -themed tastes alongside classic cheese options. Additional flavors like Spicy Mustard were added in 1992. Initial flavors remained centered on these cheese and profiles, with distribution focused on the U.S. market to build consumer familiarity.

Acquisition by Mars and Growth

Following integration into Mars in 1978, Combos underwent substantial expansion, securing nationwide distribution throughout the by the late and achieving annual sales in the millions of units by the , driven by Mars' robust distribution network. This growth contributed to rising consumer demand and positioned Combos as a staple in gas stations and stores. In the 2010s, the brand expanded tortilla varieties further, such as the 7 Layer Dip flavor launched in 2013, aligning with evolving preferences. By the mid-2010s, Combos had solidified its status as a popular item, particularly for on-the-go snacking. Mars' business strategy emphasized the convenience market, positioning Combos as an ideal on-the-go while scaling production primarily at their dedicated facility in , which has served as the brand's manufacturing hub since the late 1970s. This focus enabled efficient supply to high-traffic retail channels and supported consistent availability. As of , Combos continues to grow through increased online sales via platforms, reflecting Mars' broader push toward digital channels projected to triple sweet and savory revenues. The brand has also introduced limited-edition releases tied to contemporary trends, including spicy flavors like Buffalo Blue Cheese and , to maintain engagement with evolving consumer tastes.

Production

Manufacturing Process

The manufacturing process of Combos snacks begins with sourcing raw materials from Mars Wrigley's global , including for the dough-based shells, cheese or cheese analogs for the fillings, and seasonings supplied by vetted partners to meet and standards. These materials are transported to the dedicated production facility in , which serves as the sole global manufacturing site for Combos since 1978. The core production utilizes a co-extrusion system to form the distinctive tube-shaped snacks. First, and other dry ingredients are mixed and preconditioned in a twin-screw extruder to create a soft, pliable , while the filling—such as cheese—is prepared separately in a feed system. This and filling are then simultaneously extruded through a specialized co-extrusion die, where the encases the filling under controlled to form continuous hollow tubes. A crimper or cutter slices these tubes into bite-sized pieces, ensuring uniform shape and size. Following extrusion, the pieces undergo baking in industrial ovens at temperatures typically ranging from 400 to 500°F to achieve the signature crunchy texture while evaporating moisture and setting the structure around the filling. The baked snacks are then cooled on conveyor belts to stabilize temperature and prevent condensation. Seasonings are applied via tumbling drums or spraying mechanisms for even coating, after which the products are inspected and packaged into bags or boxes using automated lines. Quality control is integrated throughout, with Mars Wrigley employing automated sensors and vision systems to monitor fill consistency, weight, and defects, alongside manual audits to ensure compliance with standards. Allergen management includes dedicated production lines and rigorous cleaning protocols to minimize cross-contamination risks, such as from , as demonstrated in past responses. The Albany plant operates at high scale, producing over six million units per hour, contributing to billions of Combos annually. Sustainability initiatives include Mars' aim to transition to 100% recyclable, reusable, or compostable materials across its portfolio by 2025, though as of 2025, the company is lagging behind this target, and implementing water reduction measures in manufacturing processes, achieving global reductions of 20-27% in inefficient water use as of 2023, with further progress reducing the gap to sustainable water usage levels by 19.8% from 2015 baselines toward a 50% goal by 2025.

Ingredients and Nutritional Profile

Combos snacks primarily consist of an outer shell made from enriched wheat flour, filled with a cheese-based mixture, and incorporate vegetable oils such as palm oil for texture and flavor. For the classic cheddar cheese pretzel variety, key ingredients include wheat flour, palm oil, dairy product solids, maltodextrin, modified corn starch, salt, and a cheese blend comprising bakers, cheddar, parmesan, and romano cheeses (derived from milk, cheese cultures, salt, enzymes, and annatto for color). Less than 2% of the composition features additives like leavening agents (baking soda, sodium acid pyrophosphate), dextrose, soy lecithin, yeast extract, skim milk, hydrolyzed wheat gluten, natural flavors, colors (yellow 5 lake, yellow 6 lake, blue 1 lake), lactic acid, citric acid, lactose, and sodium caseinate. Variations, such as tortilla styles, incorporate corn flour alongside wheat flour, along with corn oil, to achieve a distinct texture while maintaining similar filling components. These snacks contain major allergens including , , and soy, with no gluten-free options available across varieties due to the wheat-based shells. Nutritionally, a standard 1 oz (28g) serving of Combos provides approximately 130 calories, 5g total fat (including 3g and 0g ), 300mg sodium, 19g total carbohydrates (with 0g and 4g total sugars), and 2g protein. Tortilla varieties, such as 7-layer dip, offer about 140 calories per 1 oz serving, 7g total fat (3g saturated, 0g trans), 360mg sodium, 18g carbohydrates (3g sugars), and 3g protein, reflecting slight increases in fat and sodium due to oil variations. Additional micronutrients are minimal, with 30mg calcium (2% DV), 0.6mg iron (4% DV), and 130mg (2% DV) per pretzel serving. As oven-baked products rather than fried, Combos generally have lower fat content compared to traditional potato chips, though they remain high in sodium, which can contribute to elevated intake for frequent consumers. Current formulations contain no trans fats, aligning with industry-wide reductions following FDA regulations on partially hydrogenated oils. Packaging and labeling comply with FDA standards, prominently featuring "real cheese" in the filling for select varieties to highlight authentic dairy components, alongside bioengineered food ingredient disclosures where applicable.

Flavors and Varieties

Current Offerings

As of 2025, Combos snacks maintain a core lineup of mainstream varieties, primarily featuring , cracker, and shells filled with cheese- or dip-inspired flavors. These products are widely available in single-serve bags (1.8 oz) and larger sharing sizes (6.3 oz), emphasizing crunchy exteriors paired with creamy interiors for a portable snacking . Availability of certain flavors, particularly tortilla shells, may vary by region and retailer.

Pretzel Shells

Pretzel shells form the most extensive category, offering bold, savory fillings that complement the salty crunch. Key varieties include:
  • Cheddar Cheese: Features a smooth, real cheese filling inside oven-baked pretzels, providing a classic tangy profile.
  • Pizzeria: Combines a tomato-herb pizza-inspired filling with the pretzel's saltiness for an Italian-American twist.
  • Buffalo Blue Cheese: Delivers a spicy buffalo sauce and creamy filling, creating a tangy, heat-balanced contrast.
  • Nacho Cheese: Zesty nacho cheese filling enhances the pretzel with bold, fiesta-like made from real cheese.
  • Ranch Dip: Offers a cool, herbed ranch filling for a milder, dip-like within the pretzel shell.
  • Honey Mustard: A spicy mustard filling provides sweet-heat notes, launched as a national innovation in 2020 and remaining available.
  • Cheddar Cheese Bacon: Combines smoky bacon notes with in a pretzel shell.
These options constitute the brand's flagship offerings, with the lineup stable since the expansions under Mars Wrigley.

Cracker Shells

Cracker shells deliver a lighter, flakier texture suited to pizza-themed fillings:
  • Pepperoni Pizza: Filled with pepperoni and pizza sauce flavors, evoking a handheld slice in cracker form.
  • : Sharp cheddar filling pairs with the baked cracker for a straightforward, cheesy .
These varieties focus on convenience for on-the-go consumption and have held steady in the portfolio.

Tortilla Shells

Tortilla shells introduce a corn-based crunch with bolder, spiced profiles:
  • Jalapeño Cheddar: Stone-ground corn shells stuffed with -spiced cheddar filling, blending heat and cheese for a vibe. A heat-infused cheddar variant emerged in the 2020s as a seasonal offering.
  • Zesty Salsa: Bold, tomato-forward salsa filling in a shell.
  • 7-Layer Dip: Crunchy shell filled with a fiesta-inspired filling evoking , cheese, and salsa.
This option rounds out the shell diversity, available nationwide but with some regional emphasis in areas favoring spicier snacks. Overall, the current offerings prioritize enduring favorites, with the full core stable since the mid-2010s and distributed through major U.S. retailers, though availability may vary slightly by region.

Discontinued and Limited Editions

Over the years, Mars Incorporated has discontinued several Combos flavors to streamline its product lineup and respond to market dynamics. Notable examples include the original , discontinued amid concerns. Limited edition releases have allowed Combos to experiment with seasonal and collaborative concepts, often blending sweet and savory profiles or tying into trends. The Sweet & Salty , a 2015 collaboration, paired a crème filling with the crunch of a pretzel shell to appeal to dessert-savory hybrid enthusiasts. Discontinuations have frequently stemmed from low sales volumes and broader reformulations aligned with health trends, such as minimizing artificial colors and additives to meet consumer preferences for cleaner labels. Consumer nostalgia has driven efforts to revive certain variants, with online petitions garnering support for favorites like the original Peanut Butter Pretzel and early Pepperoni Pizza iterations, highlighting fans' attachment to these historical flavors.

Marketing and Advertising

Sponsorships and Partnerships

Combos maintained a prominent sponsorship role in motorsports from 2002 to 2022, serving as the official cheese-filled snack of NASCAR during that period. This partnership, established by Mars, Inc., involved branding visibility at races, including on-track promotions and packaging endorsements, as well as an associate sponsorship with the No. 36 M&M's Racing Team in the early 2000s. The collaboration extended to supporting drivers like Kyle Busch through Joe Gibbs Racing, enhancing product exposure during high-profile events targeted at male demographics aged 18-34. In the realm of entertainment, Combos formed a notable collaboration with in 1995, featuring a series of advertisements centered on "Combo Man," a promotional character combining traits from 14 Marvel heroes like and the . This tie-in appeared in comic books and print ads, promoting the snacks through creative and mail-in contests to engage young readers. The partnership exemplified early brand integrations in pop culture media, boosting visibility among comic enthusiasts. These strategic alliances contributed to Combos' event-driven marketing, with sponsorships like driving incremental sales during race seasons by associating the brand with high-energy, on-the-go consumption occasions.

Key Advertising Campaigns

In the and , Combos snacks featured prominent television advertisements emphasizing convenience and fun, often under the "real food, real fast." Early spots from 1983 depicted consumers enjoying the snacks while shooting hoops, portraying them as an ideal quick bite for active lifestyles. By 1989, campaigns highlighted the product's stuffed format as a satisfying, on-the-go option, with visuals of people grabbing Combos for fast meals during daily routines. These TV-focused efforts, including 1993 ads contrasting Combos with plain chips to showcase their superior crunch and filling, helped establish the brand's image as a portable for busy consumers. The "Good Combos" campaign, developed by DDB Chicago, introduced a quirky theme contrasting unfortunate pairings in with the brand's appealing flavor combinations. and print ads humorously warned against "bad combos" like wearing socks with sandals or mixing incompatible outfits, then pivoted to endorse "good combos" such as pretzels or varieties. This approach extended to , including the interactive "The COMBOS Files," where celebrities tested wild flavor mash-ups to determine winning snack pairings, launched in summer to engage younger audiences. By 2025, Combos had shifted toward digital platforms with a promotional push emphasizing the snack's role in road trips, featured in videos and podcasts that celebrated its dominance as a essential. This included content like "How Combos Became The Ultimate Snack," which narrated the product's into a go-to option for long drives through and user testimonials. Advertising strategies evolved from heavy 1990s television investments to online channels by the , reflecting broader industry trends toward digital reach for cost-effective targeting of mobile consumers.

Cultural Impact

Combos have appeared in various forms of media, often highlighting their role as a convenient, indulgent . In the realm of , a notable 1995 promotional series by featured "Combo Man," a mashup character combining attributes from 14 such as , , and , depicted enjoying Combos snacks during adventures. This collaboration between Marvel and the snack's then-parent company, Eagle Snacks, resulted in a one-shot comic distributed with purchases of the product, blending superhero lore with everyday snacking to appeal to young readers. In television, the character Christian "Combo" Ortega in the series (2008–2013) shares a nickname with the product. Online media has amplified Combos' presence through viral content and community discussions. A 2025 YouTube video titled "How Combos Became The Ultimate Road Trip Snack" gained traction by exploring the product's portability and flavor appeal for long drives, positioning it as a modern essential for travel enthusiasts. On platforms like , users frequently share memes and nostalgic posts about the snack's addictive qualities, particularly praising varieties like the flavor for evoking intense cravings and late-night binges, often humorously exaggerating their "irresistible" nature in threads dedicated to retro snacks. In literature, Combos receive a lighthearted mention in comedian Aziz Ansari's 2015 book Modern Romance, where the author humorously questions a potential date's profile listing as a favorite , using it to illustrate quirky personal tastes in scenarios. Combos snacks have garnered a strong nostalgic appeal among consumers, particularly those who grew up in the 1990s, evoking memories of childhood snacking and contributing to their enduring popularity as a comfort food. This sentiment is reflected in consumer reviews, where the product's unique crunchy exterior and creamy filling often receive praise for delivering a satisfying, indulgent experience, though some critiques highlight the high sodium content—typically around 540mg per serving—as a drawback for health-conscious eaters. Average ratings on retail platforms hover around 4.5 to 4.8 out of 5, indicating generally positive reception despite these concerns. Demographically, Combos appeal primarily to younger adults aged 18-34, aligning with broader snacking trends where Gen Z and drive savory snack consumption, often favoring bold flavors and portable options. This group, particularly males, shows higher engagement with salty snacks like Combos, with consumption frequently tied to on-the-go scenarios such as or gaming sessions, where the product's mess-free format proves ideal. Road trips, in particular, emerge as a key occasion, positioning Combos as a staple for long drives. In the 2020s, Combos have experienced a resurgence as nostalgic comfort foods amid shifting consumer preferences for familiar yet exciting snacks, with U.S. sales reaching approximately $185 million in multi-outlet channels as of 2023. By 2025, a notable trend involves the growing demand for spicy variants, such as Buffalo Blue Cheese and Spicy Honey Mustard, capitalizing on flavor fatigue with traditional options and the broader rise of heat-infused snacks in the category. Despite this momentum, Combos face challenges from increasing competition by healthier snack alternatives, including vegan, gluten-free, and protein-enriched options that target similar indulgent cravings with lower sodium and added nutrition. However, the maintains through its widespread availability at gas stations and stores, reinforcing its role as an accessible, impulse-buy staple.

References

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