Sailor Jack has been Cracker Jack’s main mascot for more than a century but, states Adweek, as the 2022 Major League Baseball season gets underway, that will no longer be the case.

The Frito-Lay-owned snack brand is unveiling Cracker Jill, an assortment of five female characters designed to represent the diversity of women in the United States.

Tina Mahal, vp of brand marketing at Frito-Lay North America, said that as culture changes and interest in women’s sports grows, it’s time for Sailor Jack to “share the spotlight with Cracker Jill, who will come to life in a number of different ways,” adds Adweek,

Mahal noted the company plans to make Cracker Jill a permanent face of the brand moving forward.

More here.