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Cracker Jack's Prize In The Box Will Now Be Digitized

You're going to have to work a little harder to get your Cracker Jack prize.
Mike Mozart
/
Flickr
You're going to have to work a little harder to get your Cracker Jack prize.

What do you get in Cracker Jack? A QR code, apparently.

The "Prize Inside" will no longer actually be inside the box, Frito-Lay has announced. Like so many other aspects of our lives, the prize will be digitized.

Download an app, scan a sticker inside the Cracker Jack box and access "baseball-inspired mobile digital experiences," the company said, launching the change ahead of baseball season. The packaging and logo will also be "contemporized."

On the Cracker Jack Facebook page, commenters were not impressed:

"An app is not a prize," one quipped.

"The backbone of Cracker Jack has always been a young child's treasure hunt......SHAME ON YOU," another proclaimed.

"Wow. In all my nearly 56 years on this planet, I have never been so disappointed in a product," said one woman.

Yet another wrote, simply: "Forget you."

A Facebook community with more than 1,000 likes is calling on Frito-Lay to "Put the PRIZE back in Cracker Jack."

Copyright 2021 NPR. To see more, visit https://www.npr.org.

Dana Farrington is a digital editor coordinating online coverage on the Washington Desk — from daily stories to visual feature projects to the weekly newsletter. She has been with the NPR Politics team since President Trump's inauguration. Before that, she was among NPR's first engagement editors, managing the homepage for NPR.org and the main social accounts. Dana has also worked as a weekend web producer and editor, and has written on a wide range of topics for NPR, including tech and women's health.
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