Animals crackers are finally going free. After over a century of being depicted in cages on the box of Barnum’s Animals Crackers, Mondelez International, the parent company of Nabisco, announced today that the packaging is getting a makeover and that the animals will now roam wild.
The company elected to change the box due to increasing pressure from People For the Ethical Treatment of Animals (PETA), which has long opposed the use of animals in the circus.
“Given the egregious cruelty inherent in circuses that use animals and the public’s swelling opposition to the exploitation of animals used for entertainment, we urge Nabisco to update its packaging in order to show animals who are free to roam in their natural habitats,” PETA wrote in its letter.
Besides the pressure, the change made sense. Ringling Brothers and Barnum and Bailey Circus finally went under last year, and the cracker’s namesake was officially in the wind. Moreover, Mondelez International is based in Illinois, which outlawed circuses that used elephants this year. The new box design has kept the original color scheme and has already hit store shelves.
“When PETA reached out about Barnum’s, we saw this as another great opportunity to continue to keep this brand modern and contemporary,” read a statement from Mondelez International, before explaining that the change “perfectly reflects that our society no longer tolerates the caging and chaining of wild animals for circus shows.”