Stauffer’s Pre-Launches Cleaner Animal Cracker Formula


D. F. Stauffer Biscuit Co., Inc. is pre-launching a spin on its iconic product with a new brand: Stauffer’s Simply Animals. Stauffer’s Simply Animals features playful packaging with winsome characters and also contains no high fructose corn syrup, no artificial colors or flavors, and is peanut-free.

The market test will take place in Food City and Weis Markets stores starting in January.

“Category managers have responded very favorably when we’ve presented Simply Animals,” says Ken Vlazny, sr. vice-president of sales & marketing. “Our consumer research was very positive during the development of the brand.  We’re now looking forward to observing how the shopper reacts in the market.”

Bryson the Bear and Taylor the Tiger, the brand’s cartoon mascots, suggest different ways to enjoy Simply Animals and revere friendship and community on the packaging. The company says it plans to expand the Simply Animals’ character universe once it nationally launches and has plans to put an emphasis on socially responsible stories featuring Simply Animals’ characters.

We are excited to weave Simply Animals into the 150+ year Stauffer’s story and cannot wait to reveal more updates with snacking fans across the U.S.” says Geoffrey Guilfoile, brand manager.

For the market test, the updated ingredient formula will debut in chocolate and original. The original flavor will be available in 16-ounce bags and 12-bag single-serve multipacks. The chocolate will be available in a 14.5-ounce bags. The product has 120 to 130 calories per serving.