Tuesday, June 7, 2016

Frito-Lay Files Trademark Application for New Cracker Jack Logo

Earlier this year, Frito-Lay announced that Cracker Jack boxes would be getting a new look with an updated logo. The brand also announced it would no longer offer toys inside the boxes for the first time in 125 years (consumers will now receive a digital code that can be used to access smart-phone games).
On June 2nd, Frito-Lay North America, Inc. filed a federal trademark application to protect the new logo (see above). The company filed the logo in Class 030 for "[c]orn-based snack foods; [f]lavor-coated popped popcorn; [p]opped popcorn.

According to the application, the new logo has been used in commerce since at least February 2016. The specimen submitted with the application, showing the logo used on the goods, is seen above.

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