KANSAS CITY — Cracker manufacturers are using unique flavor and format mashups to drive consumer sales. Industry leaders like Kellanova and Campbell Soup Co. are taking risks and thinking outside the box to maintain their market share.

For instance, Pepperidge Farm, a subsidiary of the Campbell Soup Co., experimented with spicy dill pickle-flavored Goldfish crackers. Developed in response to numerous fan requests, the limited-time offering merges tangy dill pickle flavor notes with spice from red chili peppers, according to the company.

“Overwhelming demand on social media and even a petition for a pickle flavor fueled the creation of our new Spicy Dill Pickle cracker,” said Janda Lukin, senior vice president and chief marketing officer of Campbell’s Snacks.

Kellanova cracker brand Cheez-It collaborated with Hidden Valley Ranch to debut a limited-time offering. Similarly inspired by fans, through at-home flavor mashups posted on social media, the Cheez-It x Hidden Valley Ranch Crackers combine the taste of cheese with the taste of Hidden Valley Ranch to create a salty and savory flavor profile, according to the company. Following a limited release in late June, the products are available now for a limited time in retailers nationwide.

“We've seen fans mixing up their own blend of ranch seasoning-dusted Cheez-It crackers on social media, so we knew creating the perfect blend of cheezy and zesty flavors together was essential to satisfying their cravings,” said Cara Tragseiler, senior brand director for Cheez-It.

New Jersey-based 7 Mile Brands launched a line of pretzel crackers under its Pretzelized brand. The product features pretzel shell in a bite size cracker format. Flavors include sea salt, cheddar and honey mustard.

“We saw an opportunity to deliver a new snacking experience that fulfills the desire for both nostalgia and newness by transforming classic snacks, like snacking crackers and pita chips, into pretzels,” said Sammy Kestenbaum, chief executive officer of Pretzelized.