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Premium Plus
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 | |
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| Product type | Cracker |
|---|---|
| Owner | Mondelez International |
| Country | U.S. |
| Introduced | 1876 |
| Previous owners | Nabisco |
| Website | snackworks.com/premium |
Premium (Premium Saltine Crackers) is a brand of soda cracker produced by Nabisco, which were first introduced in 1876.[1] It is known as Premium Plus (Premium Plus Salted Tops) in Canada, under the Christie (formerly, Mr. Christie) banner. In the United States it is marketed as "Original Premium."[2]
It is currently sold in these flavours: Unsalted (Original), Salted, Five Grain, and Whole Wheat.[3]
The crackers are square in shape but round versions have been marketed as well.[4]
Packaging
[edit]The crackers are typically sold in boxes containing 4 "sleeves" of crackers sealed in plastic inside, for the home consumer. Larger packages containing 8 or 12 "sleeves" are also available. Bulk packages of individualized servings containing two or four crackers are also available, and are frequently used at restaurants. Occasionally the crackers are sold in tin cans.
Boxes are white in the United States, and either red or brown in Canada; the brown boxes are used for whole wheat varieties.
Controversy
[edit]In 1989, Phil Sokolof, an Omaha millionaire published ads in the Los Angeles Times accusing Nabisco of including unhealthy saturated fats in its products. At the time, Nabisco Saltine Crackers still contained lard, a semi-solid white fat product obtained by rendering the fatty tissue of a pig.[5] At some point in the 1990s the company switched to a more vegetarian-friendly vegetable oil.
References
[edit]- ^ Burkhalter, Bettye (2012). Raised on old-time country cooking: a companion to the trilogy. AuthorHouse. p. 108. ISBN 978-1-4685-4081-9. Retrieved 10 March 2024.
- ^ "Original Premium". Snackworks.com. Retrieved 31 July 2021.
- ^ "Premium Plus Products". Snackworks.ca. Retrieved 12 February 2019.
- ^ "Premium Plus". Snackworks.ca. Retrieved 12 February 2019.
- ^ Health Crusader Targets Nabisco in Latest Battle Over Use of Tropical Oils, from the LA Times, 2 March 1989.
External links
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Premium Plus
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The brand's varieties include salted and unsalted tops, with packaging options like 450g and 900g boxes suited for household use.[1] While the core recipe emphasizes simplicity and digestibility, Premium Plus has maintained consistent consumer appeal through its versatile, no-frills profile amid evolving snack trends.[5]
History
Origins and Early Development
Premium Saltine Crackers, branded as "Premium," were first introduced in 1876 by F. L. Sommer & Company in St. Joseph, Missouri, marking the inaugural branded soda cracker in the United States.[6][7] The innovation centered on incorporating baking soda (sodium bicarbonate) into a simple dough of flour, water, shortening, and yeast, which produced a crisp texture through chemical leavening and distinguished it from earlier water crackers that relied solely on flour and water for hardness.[8][7] This addition addressed limitations in prior hardtack-style crackers by enabling lighter, more palatable results without excessive fermentation dependency, positioning Premium as an affordable, versatile staple for everyday consumption.[8] Early production emphasized a sponge fermentation method, where a portion of the dough—known as the sponge—was fermented overnight to develop acidity and flavor, akin to sourdough processes, before incorporating the full ingredients and baking.[9][10] The dough was then sheeted, cut into squares, docked with perforations to control steam escape during baking, and baked at high temperatures to achieve the characteristic crispness and pale color. No specific patents for the Premium recipe are documented from this period, but the baking soda integration reflected practical advancements in 19th-century baking chemistry, building on earlier soda cracker developments without formal proprietary claims.[8] By the late 1870s, Premium gained rapid regional traction in the Midwest and expanded eastward, benefiting from mechanized baking efficiencies that allowed mass production of uniform crackers as a low-cost alternative to bread.[6] Anecdotal accounts describe it as an immediate commercial success, with widespread adoption in households and as a shipboard provision due to its durability and neutrality, though quantitative sales data from the era remains scarce.[11] In 1898, F. L. Sommer's operations merged into the newly formed National Biscuit Company (Nabisco), which standardized and scaled production while retaining the Premium name for its established market presence.[8]Ownership and Branding Evolution
The Christie, Brown & Company, a Canadian biscuit manufacturer founded in the 1850s, was acquired by the National Biscuit Company (Nabisco) in 1928, integrating Canadian production facilities and enabling Nabisco to market its cracker lines, including early Premium variants, under the Christie label in Canada.[12] This acquisition facilitated localized branding adaptations, such as designating Nabisco's Premium saltine crackers as Premium Plus in the Canadian market to align with Christie’s established presence, while maintaining core production formulas across North American operations.[4] The merger supported consistent supply chain logistics, as Nabisco's expanded network standardized baking processes in facilities like those in Toronto, reducing regional variances in output quality post-acquisition. Nabisco underwent significant corporate restructuring starting in 1981, when it merged with Standard Brands to form Nabisco Brands, consolidating manufacturing and distribution for efficiency amid growing competition in packaged foods.[13] In 1985, R.J. Reynolds Industries acquired Nabisco Brands for $4.9 billion, creating RJR Nabisco and further centralizing oversight of brands like Premium Plus, which benefited from integrated tobacco-food diversification strategies until the 1989 leveraged buyout by Kohlberg Kravis Roberts & Co. for $25 billion, the largest at the time, though operational continuity in cracker production persisted.[13] These shifts emphasized economies of scale, with RJR Nabisco's structure enabling uniform ingredient sourcing and quality controls across subsidiaries, including Christie's Canadian lines. In 2000, Philip Morris Companies acquired Nabisco Holdings for $18.9 billion and merged it into Kraft Foods, enhancing global distribution for Premium Plus while enforcing stricter regulatory compliance in labeling and safety standards across merged entities.[14] The 2012 spin-off of Kraft's North American grocery business from its international snacks division resulted in Mondelez International assuming ownership of Nabisco and Christie brands, including Premium Plus, which continued production in Canadian facilities under this framework to meet localized demands without altering foundational recipes.[15] This evolution under Mondelez prioritized supply chain resilience, as evidenced by maintained output volumes despite corporate separations, ensuring branding consistency in Canada as Christie Premium Plus.[16]Product Description
Ingredients and Manufacturing
The primary ingredients in Premium Plus saltine crackers consist of unbleached enriched wheat flour (wheat flour fortified with niacin, reduced iron, thiamine mononitrate, riboflavin, and folic acid), vegetable shortening (typically from palm or canola oil), salt, malted barley flour, baking soda (sodium bicarbonate), and yeast.[17][18] Additional minor components may include enzymes like pentosanase for dough conditioning and potassium chloride as a salt alternative in some formulations.[19] Historically, early versions of saltine crackers, including those under Nabisco branding, incorporated animal fats such as lard for shortening, but production transitioned to vegetable-based shortenings by the mid-20th century to extend shelf life and reduce costs.[20] In response to FDA trans fat labeling mandates effective January 1, 2006, and the 2015-2018 phase-out of partially hydrogenated oils, manufacturers reformulated to achieve 0 grams of artificial trans fat per serving, relying on non-hydrogenated vegetable oils while maintaining product texture through processing adjustments.[18][21] Manufacturing begins with dough mixing in vertical industrial mixers, combining flour, water, shortening, salt, baking soda, yeast, and malted barley flour to form a hydrated, low-fat dough that undergoes optional short fermentation for flavor development.[22] The dough is then sheeted and laminated through rollers to create thin, uniform layers, cut into squares, and perforated with docker pins to prevent excessive blistering and ensure even rising.[23] Crackers are baked in tunnel ovens at temperatures exceeding 400°F (204°C) for 2-4 minutes to drive off moisture and achieve crispness, followed by cooling on conveyor belts and quality inspections for size, perforation integrity, and salt adhesion uniformity.[22][23]Nutritional Profile and Health Claims
A standard serving of five Premium Plus original saltine crackers (approximately 16 grams) provides 70 calories, with 1.5 grams of total fat (0 grams saturated fat and 0 grams trans fat), 12 grams of carbohydrates (including less than 1 gram of dietary fiber), 1 gram of protein, and 135 milligrams of sodium.[24] The product is enriched with iron (about 10% of the daily value) and B vitamins such as niacin, thiamin, riboflavin, and folic acid, derived from the mandatory fortification of refined wheat flour used as the primary ingredient.[25] Vegetable shortening, typically from sources like canola or modified palm oil, contributes the minimal fat content, resulting in a profile dominated by unsaturated fats post-formulations eliminating trans fats.[26]| Nutrient | Amount per 5 Crackers (16g) | % Daily Value* |
|---|---|---|
| Calories | 70 | - |
| Total Fat | 1.5g | 2% |
| Saturated Fat | 0g | 0% |
| Carbohydrates | 12g | 4% |
| Dietary Fiber | <1g | 0% |
| Protein | 1g | 2% |
| Sodium | 135mg | 6% |
| Iron | 1.1mg | 6% |
Varieties and Packaging
Available Flavors and Types
The flagship variety of Premium Plus crackers is the salted tops soda cracker, featuring square-shaped crackers lightly dusted with salt on the top surface for enhanced flavor balance, primarily marketed in Canada under the Christie brand.[34] An unsalted tops variant provides a low-sodium alternative, maintaining the same crisp texture and square form but without added salt to accommodate dietary restrictions.[1] Extended product lines include whole wheat crackers, formulated with whole grain wheat flour alongside refined flour to deliver a denser, nuttier profile while preserving the traditional soda cracker base.[35] The five grain variety incorporates a multi-grain blend, distinguishing it through varied grain flours that alter the base composition for subtle flavor and textural differences from the original.[36] In the United States, equivalent products fall under the Nabisco Premium branding, emphasizing the original saltine type with fewer specialized grain-based extensions compared to the Canadian Premium Plus assortment.[37] Round-shaped versions of the core salted and unsalted types have occasionally been produced, though square remains the standard across markets.[38]| Variety | Key Formulation Difference | Primary Market Availability |
|---|---|---|
| Salted Tops | Salt on top surface; refined wheat flour base | Canada (Christie), US (Nabisco Premium) |
| Unsalted Tops | No added salt; same base | Canada |
| Whole Wheat | Includes whole grain wheat flour | Canada |
| Five Grain | Multi-grain flour blend | Canada |
Packaging Design and Changes
Premium Plus saltine crackers are distributed in cardboard boxes typically containing four inner sleeves sealed in plastic to protect against moisture and preserve crispness, with standard retail packs weighing 453 grams (16 ounces). Early 20th-century packaging for similar Nabisco Premium saltines utilized paper box wraps, as seen in designs from the 1930s and 1940s, which offered minimal barrier properties compared to later innovations.[39] By the mid-20th century, sleeves transitioned to waxed paper linings within boxes, improving freshness retention over plain paper, though still prone to eventual staleness without airtight seals.[40] In March 2011, Kraft Foods launched "Fresh Stacks" packaging for Nabisco Premium saltines, incorporating design modifications for better portability and stacking while reducing the net weight by about 15 percent relative to prior versions, without altering external box dimensions.[41] Packaging updates have incorporated mandatory regulatory elements, including the standardized Nutrition Facts panel required under the U.S. Nutrition Labeling and Education Act of 1990, displayed prominently on box exteriors for consumer information. In Canada, where the product is branded Christie's Premium Plus, boxes feature bilingual English-French labeling to comply with federal bilingualism requirements for prepackaged foods, ensuring accessibility in official languages. Contemporary boxes prioritize cardboard recyclability, though inner plastic sleeves necessitate separation for effective recycling, with no verified manufacturer claims of full mono-material sustainability despite general industry trends toward such goals.[42]Marketing and Advertising
Historical Campaigns
Early promotional efforts for Premium saltine crackers, introduced in 1876 amid innovations in baking soda addition to dough for improved texture, relied on print advertisements that underscored the product's purity and uniformity enabled by industrial milling and baking processes.[8] These campaigns, appearing in periodicals from the late 19th and early 20th centuries, positioned the crackers as a simple, dependable staple reflecting advancements in mass production that eliminated inconsistencies of handmade varieties.[43] By the mid-20th century, print ads shifted emphasis to sensory qualities and convenience, with examples from the 1950s featuring taglines like "Tastier, Crisper, Fresher" to highlight Nabisco's proprietary baking techniques for enhanced flavor and texture without invoking nutritional benefits.[44] Similar messaging persisted in 1960s magazine placements, portraying Premium as an accessible everyday accompaniment to meals like soup, reinforcing its role as a versatile, no-frills snack rather than a health-focused item.[45] Television spots emerged in the late 1950s, such as a commercial produced by McCann Erickson demonstrating "moisture-proof" packaging to maintain crispness, which aired to promote reliability for household use.[46] These mid-century efforts, spanning radio and early TV alongside print, avoided health halo positioning, prioritizing taste, freshness, and practicality; however, quantifiable data on reach or direct sales causation, such as Nielsen metrics specific to Premium, remains undocumented in available historical analyses.[47]Modern Promotion Strategies
Since the 2012 spin-off from Kraft Foods, Premium Plus crackers have been integrated into Mondelez International's broader salty snacks portfolio, which emphasizes cross-promotions with complementary products like cheeses, dips, and soups to drive impulse buys in retail settings.[48] For instance, in-store bundle displays pairing Premium Plus with Mondelez-owned brands such as Philadelphia cream cheese have appeared in major U.S. and Canadian grocers post-2015, aiming to capitalize on the company's $25.9 billion in 2017 net revenues from snacks.[49] This strategy aligns with Mondelez's focus on consumer-centric marketing, where snacks are positioned as versatile meal enhancers rather than standalone items.[50] Digital promotion has shifted toward social media platforms to showcase recipe applications, with the official Premium Saltines Facebook page—active since at least 2013—posting content on pairings like soup toppers and snack hacks, garnering user engagement through shares and comments.[51] Similarly, Instagram accounts under @premiumsaltinesofficial have highlighted simple recipes, such as avocado topped on saltines in a September 2023 post, emphasizing unpretentious snacking to appeal to everyday consumers without altering the product's core formula.[52] These efforts reflect Mondelez's digital transformation priorities, prioritizing organic reach over paid ads, though specific engagement metrics remain proprietary.[50] In response to rising low-carb diet trends since the mid-2010s, Premium Plus marketing has avoided significant reformulations or hype around carb reduction, instead maintaining emphasis on the original saltine formula's shelf-stable reliability and traditional uses.[53] Limited variants, like whole grain options with updated front-of-pack labeling rolled out in 2022, nod to broader health awareness by calling out whole grains explicitly, but promotions prioritize factual nutritional transparency over diet-specific claims.[54] This approach contrasts with category-wide shifts toward gluten-free or low-carb alternatives, underscoring Premium Plus's positioning as a classic, unaltered staple amid evolving consumer preferences.[53]Controversies
1989 Anti-Fat Advertising Campaign
In 1989, Philip Sokolof, founder of the National Heart Savers Association and a heart attack survivor since 1966, launched full-page newspaper advertisements accusing Nabisco of using saturated fats derived from tropical oils in its Premium saltine crackers and other products, claiming these contributed to high cholesterol levels and heart disease.[55] Sokolof, who self-funded the campaign with millions from his personal fortune, highlighted the approximately 1 gram of fat per serving in Premium crackers, sourced from shortenings containing palm and coconut oils, as part of a broader effort to pressure food manufacturers to eliminate such ingredients.[56] His advocacy emphasized personal responsibility in avoiding saturated fats, drawing from his own health scare to argue that even small amounts in everyday snacks posed cumulative risks, without acknowledging varying degrees of saturation or emerging distinctions in fat types.[57] Nabisco responded by defending the low overall fat content of Premium crackers—typically under 1.5 grams per standard serving of five crackers—and stressing portion control as key to dietary balance, noting that the product's crisp texture and taste relied on traditional fats rather than reformulating solely for health claims.[55] The company announced plans to phase out palm and coconut oils from many items where feasible but maintained lard, an animal-based saturated fat, in Premium and Ritz crackers to preserve flavor integrity, rejecting direct causation between their fats and widespread heart disease without clinical trial evidence specific to the product.[55] This stance reflected industry-wide resistance to altering proven recipes amid advocacy pressures, prioritizing sensory attributes over unproven links to cholesterol elevation in low-fat, low-calorie snacks like saltines. The campaign's immediate effects on Premium sales were limited, with no verifiable reports of significant declines attributed directly to the ads; instead, it amplified public cholesterol awareness but failed to force Nabisco's full capitulation on Premium's formulation.[58] Sokolof's broader anti-saturated fat initiative overlooked nuances in fat metabolism and empirical data later revealing hydrogenated trans fats—often used as alternatives—in processed foods as more atherogenic than many saturated sources, underscoring the era's incomplete understanding of causal dietary risks beyond total fat intake.[59] Nabisco's partial adjustments elsewhere demonstrated tactical concessions, but Premium retained its core ingredients, illustrating the limits of media-driven advocacy against entrenched product standards.[55]Broader Health Debates
Saltine crackers, like other refined carbohydrate products, have been critiqued for their high glycemic index, typically ranging from 70 to 74, which leads to rapid increases in blood glucose and subsequent insulin spikes.[28][60] This glycemic response is attributed to their primary ingredient of refined wheat flour, which lacks sufficient fiber to moderate digestion, potentially exacerbating insulin resistance and contributing to metabolic disturbances over time when consumed in excess.[61] Epidemiological data link frequent intake of high-glycemic-index foods, including refined carbs, to elevated risks of obesity and type 2 diabetes, with studies showing associations between increased refined carbohydrate consumption and greater weight gain, such as 0.9 kg over four years per 100 g/day rise in added sugars.[62][63] Counterarguments emphasize moderation within balanced diets, noting that saltine crackers provide low-calorie density (about 393 calories per 100 g) and quick-digesting energy suitable for scenarios like nausea relief or as an affordable staple, with minimal fat content (around 10 g per 100 g) aligning with historical low-fat preferences.[28][64] Their accessibility and cost-effectiveness make them a practical option for low-income households seeking shelf-stable, easy-to-prepare foods, though they offer limited micronutrients beyond small amounts of folate and iron.[29] Critics of anti-processed food stances highlight that while refined snacks correlate with obesity trends—evident in the U.S. rise from 13% adult obesity in 1960 to over 40% by 2020 amid carb-heavy dietary shifts—causal evidence points more to overall caloric excess and poor dietary patterns than inherent "processing" flaws.[65] The 1980s-1990s vilification of dietary fats, which promoted low-fat alternatives like saltines, has faced reevaluation through subsequent meta-analyses finding no conclusive causal link between moderate saturated fat intake and cardiovascular disease risk or mortality.[66][67] This era's dietary guidelines, influenced by associational data from studies like Ancel Keys' Seven Countries, encouraged carb substitution for fats, potentially overlooking refined carbs' role in driving hyperinsulinemia and adipose storage, as posited in carbohydrate-insulin models of obesity.[62] Recent syntheses of randomized trials and observational data reinforce that reducing saturated fats does not demonstrably prevent CVD events, shifting scrutiny toward carb quality and quantity in processed foods.[68][33] Mainstream nutritional bodies, often critiqued for institutional inertia, have slowly incorporated these findings, though low-fat paradigms persist in some public health messaging despite evidence implicating excess refined carbs in metabolic epidemics.[69]Reception and Impact
Market Performance and Sales Data
Nabisco's Premium saltines have maintained dominant market share in the U.S. saltine cracker category, holding between 57.81% and 63.59% quarterly from recent data, positioning it as the budget leader ahead of competitors like Kellogg's at 17.55%–22.63%.[70] The overall U.S. saltine market was valued at approximately $1.2 billion in 2023, with projections to $1.45 billion in 2025 and a compound annual growth rate (CAGR) of 4.2% through 2032, reflecting stable volumes undeterred by health trends emphasizing low-sodium or whole-grain alternatives.[71][72] This longevity persists despite competition from private-label brands and premium healthier options, sustained by competitive pricing of $2–$3 per standard 16-ounce box, often dropping to $2.49 on promotion, which undercuts or matches store brands while leveraging brand familiarity.[73] No significant sales collapse occurred following the 1989 advertising controversies, as evidenced by Nabisco's continued top ranking in dollar sales among saltine vendors through 2024.[74] Premium's reach remains primarily North American, with limited export data indicating focus on U.S. and Canadian markets rather than substantial global distribution under the Mondelez International umbrella.[16] Trade metrics show negligible international volume compared to domestic dominance, aligning with the brand's positioning as a regional staple.[75]Cultural and Consumer Legacy
Premium saltine crackers, marketed under brands like Nabisco Premium and Christie's Premium+, have served as a basic pantry staple in North American households since the late 19th century, commonly paired with soups, stews, or consumed plain for their neutral flavor and crunch. U.S. adults consume soup over nine billion times annually, with Premium crackers positioned as an occasional but traditional accompaniment in less than 5% of instances, underscoring their role in everyday, unpretentious meals rather than gourmet applications.[2] Recipes from the 20th century onward frequently incorporate them crushed as toppings for casseroles, meatloaf binders, or bases for simple appetizers, reflecting practical utility over culinary innovation.[76] Consumer attachment to these crackers persists amid health critiques regarding refined flour, sodium, and limited fiber, driven more by habitual repeat purchases and low cost than fervent loyalty, as private-label alternatives now hold 28% of the U.S. saltine market share. This commodity-like status highlights their endurance as an affordable, shelf-stable option in budgets constrained by rising food prices, without evidence of diminished household penetration despite nutritional debates.[71][77] Phil Sokolof's 1980s-1990s advocacy against saturated fats prompted reformulations in crackers and cookies by reducing tropical oils, elevating general awareness of hidden fats in snacks but failing to catalyze a broader cultural pivot away from saltines, which remain fixtures in diets per ongoing market stability. No comprehensive surveys indicate transformative shifts in perception or usage; instead, nostalgia in consumer recollections points to intermittent treats or recipe components, not iconic status in pop culture.[78][79]References
- https://en.wikipedia-on-ipfs.org/wiki/Premium_Plus