Wheat Thins

What Wheat Thins does

Wheat Thins is a U.S. consumer packaged food brand producing whole grain wheat snack crackers. It operates as a brand within the Snackworks division of Mondelez International, Inc. (NASDAQ: MDLZ), a publicly traded multinational snacking conglomerate. The portfolio consists of three core 8 oz / 8.5 oz SKUs — Original, Sundried Tomato and Basil, and Reduced Fat — each delivering 21 grams of whole grains per serving with no artificial flavors or colors, plus periodic limited edition flavor extensions. Products are positioned as a versatile cracker companion for dips, spreads, and toppings across everyday snacking, party, and game day occasions.

Name

Wheat Thins

Legal name

Mondelez International, Inc.

Website

https://wheatthins.com

Company type

Private

Operating status

Operating

Short description

Wheat Thins is a Mondelez-owned U.S. snack cracker brand producing whole grain wheat crackers (Original, Sundried Tomato & Basil, Reduced Fat) sold through grocery retail to mass-market consumers seeking better-for-you snack options.

Ownership category

akta.pro rank

Product category

Snack Crackers (Savory / Whole Grain)

NAICS

Cookie and Cracker Manufacturing (311821), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)

akta.pro secondary industry

Crackers & Savory Biscuits Manufacturing (AFAKAIAJ)

Keywords

• Snack crackers
• Whole grain crackers
• Wheat crackers
• Consumer packaged goods
• Savory snack crackers

Headquarters

HQ city

East Hanover

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Distribution channels1 record

Marketing channels6 records

Core offering

Wheat Thins is a snack cracker brand that produces whole grain wheat crackers in multiple flavors (Original, Sundried Tomato and Basil, Reduced Fat). Each serving delivers 21 grams of whole grains and contains no artificial flavors or colors. The crackers are positioned as companions for dips, spreads, and toppings for everyday and social snacking occasions, and are sold through retail grocery stores in the United States under parent company Mondelez International's Snackworks portfolio.

Product overview

Wheat Thins is a line of whole grain wheat snack crackers produced by Snackworks (a division of Mondelez International). The product portfolio consists of three core snack cracker varieties: Original, Sundried Tomato and Basil-Flavored, and Reduced Fat. Each product is characterized by nutty whole grain flavor, delivers 21 grams of whole grains per serving, and contains no artificial flavors or colors. The crackers are positioned as an ideal companion for dips, spreads, and toppings. The brand also offers limited edition flavors and runs seasonal promotions such as Touchdown Snacks campaigns.

Differentiator

Problem solved

Functional benefit

Products and services

• WHEAT THINS Original Snacks, Whole Grain Wheat Crackers, Snack Crackers, 8.5 oz The original Wheat Thins snack crackers featuring nutty, whole grain flavor; delivers 21 grams of whole grains per serving with no artificial flavors or colors. Targeted at consumers seeking a versatile snack cracker for everyday snacking and pairing with dips and spreads.
• WHEAT THINS Sundried Tomato and Basil-Flavored Snacks, Whole Grain Wheat Crackers, Snack Crackers, 8.5 oz Flavor variety of Wheat Thins featuring sundried tomato and basil seasoning, maintaining the whole grain wheat cracker base with no artificial flavors or colors. Targeted at consumers seeking a flavored whole grain snack cracker option.
• WHEAT THINS Reduced Fat Snacks, Whole Grain Wheat Crackers, Snack Crackers, 8 oz Reduced fat version of Wheat Thins whole grain wheat crackers, offering a lower-calorie snack option while maintaining the signature nutty whole grain flavor. Targeted at calorie-conscious consumers seeking a whole grain snack cracker.

Quantifiable outcome

• 21 grams of whole grains per serving

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• IbottacoreGTM or Marketing PartnerSnackWorks Perks partnership allows consumers to earn cash back on Wheat Thins and other Snackworks brand products when purchased through the Ibotta app. New sign-ups receive a $2 bonus, and cashback can be withdrawn after reaching $20 account balance.

Recent moves1 record

Expansion highlights5 records

Emerging players

• Mary's Gone Crackers: Mary's Gone Crackers is a gluten-free and organic cracker brand capturing the segment Wheat Thins cannot serve. Comparable use cases (dips, entertaining) but differentiated by allergen-friendly formulation.
• Crunchmaster Crackers: Crunchmaster specializes in gluten-free, baked rice crackers and competes with Wheat Thins for the better-for-you snacking segment, with strong retail presence in natural and grocery channels.
• Simple Mills: Simple Mills is a fast-growing better-for-you cracker brand emphasizing clean ingredients, gluten-free, and almond flour bases — directly challenging Wheat Thins on the whole grain and clean-label positioning.

Direct peers

• Carr's Crackers: Carr's (Pladis Group) is a UK-originated cracker brand with US presence, competing in the premium and whole grain cracker segments adjacent to Wheat Thins.
• Pepperidge Farm Goldfish Crackers: Goldfish (Campbell Soup Company) is a leading branded cracker competing with Wheat Thins for family and lunchbox occasions, with comparable mass-market retail distribution.
• Keebler Club Crackers: Club Crackers (Ferrero-owned Keebler) is a long-standing direct competitor in the snack cracker aisle with overlapping flavor profiles and consumption occasions.
• Triscuit: Another Mondelez-owned whole grain cracker brand, Triscuit directly competes with Wheat Thins on whole grain credentials and natural ingredient positioning. Same parent, same channels, directly adjacent on shelf.
• Ritz Crackers: Ritz is Mondelez's flagship snack cracker brand and the most direct competitor to Wheat Thins in the same portfolio. Both compete head-to-head for salty-cracker shelf space at US grocery.
• Keebler Town House Crackers: Town House is another Keebler/Ferrero cracker line directly competing with Wheat Thins in the premium cracker segment positioned for entertaining and dips.
• Cheez-It: Cheez-It (Kellanova/Kraft Heinz) is the leading flavored snack cracker in the US and competes with Wheat Thins for snacking occasions and party/entertaining use cases.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/WheatThins
• Facebookfacebook.com/wheatthins
• Instagraminstagram.com/wheatthins
• TikToktiktok.com/@thewheatthinsofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wheat Thins