The Cracker Jack brand was created in 1893 by two brothers, Frederick and Louis Rueckheim, who owned a confectionery business in Chicago. Originally, they sold roasted peanuts coated in molasses, called "Candied Popcorn and Peanuts," but they began adding popcorn to their mixture. In 1896, they patented the name "Cracker Jack" for their mixture of popcorn, peanuts, and molasses.
Cracker Jack became popular in America due to its innovative packaging. In 1912, the Rueckheim brothers began including surprises in each box of Cracker Jack, which encouraged people to buy the brand to discover what was inside. The surprises were often plastic or metal toys, playing cards, stickers, temporary tattoos, jewelry, and other small objects.
In the 1920s, the song "Take Me Out to the Ball Game" became famous and mentioned Cracker Jack in its lyrics, which helped strengthen the association between the brand and baseball. Cracker Jack boxes were often sold in baseball stadiums, and the toys inside were often sports-related.
Cracker Jack has had its ups and downs throughout its history, but it remains a popular brand in the United States, with a loyal fan base. In 2013, Frito-Lay acquired the brand and continues to produce Cracker Jack today.