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map-marker Cincinnati, Ohio

Kraft Foods - Premium Saltines; No Longer Premium

Premium Saltines have so much breakage now, poor flavor, that like New Coke, this Nabisco/Kraft icon is going away if not corrected. I have tried Saltines too many times to keep finding awful crackers. I now realize this is the new cracker, despite the original looking box and my memories of childhood eating soup with my family. The brand image makes people buy with their memories. But that wears off. I now buy Kroger (their much better than the current saltines-and less $$ too).Kroger brand which ironically used to look like the Saltines are so much better. Only because Saltines have become so bad. every cracker in a sleeve breaks.Multiple lots/multiple codes. Kraft/Kroger have crossed qulaity paths. The store brand is actually better ! Saltinbes quality gone (more than down), Kroger to the bank improving. Nothing like a recession for customers to try something else. The store brand (well Kroger is so huge with their own manugfacturing( they are "a Brand"). Why would Nabisco/Kraft do this to themselves. Sales numbers have to be down. Complaints up. And the risk of not getting customers ever to return. No wondere Private label is winning. Why would Nabisco hurt the beautiful blue box image.
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4 comments
Guest

I have been buying "Whole grain topped with sea salt" Premium crackers for several years.Now it appears that they are no longer made.

The store where I shopped could not keep them in stock. Why would Nabisco discontinue producing them?

Guest

I noticed that the breakage was a major issue. I figured we'd try our store brand and they are much more like the Premium used to be.

I know salt is an issue, hence the sea salt thing, but come on. When you buy saltines you know what you're getting....it's an annoyance.

I'm glad to switch to our better tasting and cheaper store brand crackers. :)

Guest

For almost a year now, I have had trouble when I buy saltines, that no matter what brand I buy, whenever I take one of the rectangle shaped pkgs. out of the box at least half of each rectangle is broken and the rest as soon as you take a *** out them they crumble.

I don't have enough use for cracker crumbs, that I end up throwing the broken ones away.

You can't tell me that all these boxes of saltines get dropped or what ever to be causing this problem. I'm not the only person that has this problem either.

Guest

Get a life crybaby! :cry :cry :cry

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