After more than 116-years trapped behind bars on a cardboard cookie box, the animals on the boxes of animal crackers have finally found their freedom and are now roaming free on the box.
Mondelez International, the parent company of Nabisco, has redesigned the packaging of its Barnum’s Animals crackers after relenting to pressure from People for the Ethical Treatment of Animals.
PETA, which has been protesting the use of animals in circuses for more than 30 years, wrote a letter to Mondelez in the spring of 2016 calling for a redesign.
The redesign of the boxes, now on U.S. store shelves, retains the familiar red and yellow coloring and prominent “Barnum’s Animals” lettering. But instead of showing the animals in cages, implying that they’re traveling in boxcars for the circus, the new boxes feature a zebra, elephant, lion, giraffe and gorilla wandering side-by-side in a grassland.
Nabisco has been making Barnum’s Animals crackers since 1902. It has redesigned its boxes before, but only for limited-time special editions. In 1995, it offered an endangered species collection that raised money for the World Wildlife Fund. In 1997, it offered a zoo collection that raised money for the American Zoo and Aquarium Association. And in 2010, it worked with designer Lilly Pulitzer on a pastel-colored box that raised money for tiger conservation.