Once upon a time, I am told, a company could make an honest buck with a solid tasting product. Those days are long gone, however, and now it’s not enough to just put out something that tastes good, but it also has to be cool. Unfortunately, this often makes a company appear decidedly less cool, as said company attempts to use notions of cool that are in fact several years old, and in fact, uncool.
Did I lose you? Maybe it’s best to just remember this 2009 spot from Miracle Whip.
It seems as though the folks at Nabisco are taking a page from Miracle Whip’s book with the launch of the new Wheat Thins Stix line. A “snackable stick-shape” with a “mighty crunch,” these pretzel shaped versions of wheat thins deliver fully in the taste department. The Honey Wheat flavor which the company sent me has that distinct sweet and mildly salty flavor, with a pleasant mouth-feel that makes stopping at just one stick next to impossible.
New WHEAT THINS Crunch Stix — it’s wholesome goodness that’s irresistibly delicious. Made with 11g of whole grain per serving and a new shape, it packs a powerfully satisfying crunch in every bite. Available in Honey Wheat flavor or Fire Roasted Tomato flavor. Dive in. Crunch out.
So what’s the problem? Well, nothing really, except that I’m still trying to figure out what’s so “new” about these things. Texturally they have a bit more of a distinct crunch than a regular wheat thing, but they taste almost identical. Being a longtime fan of Wheat Thins, I’d eat these on a regular basis, but what would make me buy these as opposed to regular Wheat Thins? Coolness?
I don’t think so, although the change from a crisp-like thin to a pretzel-like stick does come in handy if your the kind of person who likes to channel your inner child and play with your food.
Wheat Thins Crunch Stix are a solid overall snack choice, and with 11 whole grains a serving, they’re pretty healthy too. Thing is, so are regular Wheat Thins, and what’s wrong with those? So I’m giving these me stamp of approval, but will have to warn you that switching from the regular Wheat Thin line to the Crunch Stix line on the basis of trying to be cool only makes you decidedly uncool in my book.
