Frito Lay Canada releases Cracker Jill in support of female athletes

Cracker Jack is adding a new member to its team: Cracker Jill.

The Frito Lay Canada brand is releasing three limited-edition Cracker Jills in grocery and convenience stores across Canada as part of a multi-year commitment to celebrate the country’s female athletes.

As part of its “Play Loud” initiative, Frito Lay Canada has partnered with the Women’s Sports Foundation, which works to expand access and opportunities for girls and women in sport.

This builds on the current multi-year partnership between Frito-Lay and WSF in North America, where over $800,000 has been donated to date by Frito-Lay, Inc.

“Growing up playing soccer, sports has been an instrumental force in shaping the person I am today. It taught me the power of determination, teamwork, and most importantly, self-belief,” said Jess Spaulding, chief marketing officer at PepsiCo Foods Canada, in a statement. “At the core of our Play Loud campaign is the celebration of female athletes and the power they have to inspire us to dream big.”