No one resists brand extensions more vigorously than I do (see "Fakester" below), but allow me to toast an almost unqualified success: Keebler's new Club Puffed Original snack crackers. Club Crackers, as you'll recall, are something of a cross between the circular, buttery Ritz and the rectangular, er, tea-biscuitier Waverly Wafer. What Keebler has devised is the most addictive snack since goldfish crackers: pillowy, air-filled inch-long bites that resemble little dumplings (or ravioli folded in half).
My one complaint is that I wish they had a bit more crunch. They also crumble fairly easily in the bag, leaving lots of flaky, broken pieces. But for better or worse, they duplicate the not-as-crunchy-as-Ritz toothsomeness of the original Club Cracker, and for those whose brand loyalty rivals UT fans', that can only be a plus. I see an active future for these babies as Chex Party Mix season rolls around.
The photo is by Rob Williams, whose new career as a food stylist awaits.
