In the 52 weeks ended July 14, dollar sales in the cracker category (excluding crackers with fillings, saltines and graham crackers) totaled $7.17 billion, up 1.7% from the same period a year ago, according to Circana, a Chicago-based market research firm. Unit sales totaled 1.8 billion, down 1.9% from a year ago.

Mondelez International, Inc., Kellanova and Campbell Soup Co. (through its Pepperidge Farm unit) account for approximately 60% of total dollar sales, according to Circana. But it was private label that was the needle mover over the most recent 52-week period, with dollar sales up 10.1% and unit sales up 7.3%.

Last year, Campbell Soup, Camden, NJ, looked to turn up the heat in the category through a renewed partnership with McCormick & Co. that saw the return of Goldfish Frank’s RedHot crackers. More recently, though, the company has turned to a different trending flavor: dill pickle.

“Fan passion for new Goldfish flavors is a constant source of inspiration for us,” said Janda Lukin, senior vice president and chief marketing officer of Campbell’s Snacks. “Overwhelming demand on social media and even a petition for a pickle flavor fueled the creation of our new Spicy Dill Pickle cracker. This delicious and craveable summer snack is sure to satisfy Goldfish and pickle enthusiasts alike.”

The limited-time offering is said to combine tangy dill pickle with spicy red chili peppers.

Chicago-based Kellanova also has tapped into social media, launching Cheez-It Hidden Valley Ranch crackers. Cara Tragseiler, senior brand director for Cheez-It, said the new variety was developed after seeing consumers mixing up their own blend of ranch seasoning-dusted Cheez-It crackers on social media.

“We knew that creating the perfect blend of cheesy and zesty flavors together was essential to satisfying their cravings,” Tragseiler said.

Kellanova has not limited its efforts to the United States, either. In July, the company said it will launch its Cheez-It crackers in the United Kingdom this summer across all route-to-market channels.

Made with a combination of wheat, corn and potatoes, the Cheez-It cracker recipe has been “tweaked” for European tastebuds, Kellanova said. The company also said its crackers are made with a proprietary baking method, allowing them to be extra thin and crispy and giving them curvy and crispy edges to deliver “the right balance of crispy texture and authentic cheesy taste in every bite.”