Wheatables

by Keebler

1988 – 2014 GONE FOREVER

Gone since roughly mid-2014, but the timing is soft: the widely repeated 'July 2014' traces back to a post on Kellogg's own community forum rather than any announcement, and the 1988 launch year, while uncontradicted, has no primary record behind it. The absence is not in doubt — no Wheatables have been in the Keebler line for over a decade, and the bring-them-back petitions are still open.

A stone-ground wheat cracker sold as the virtuous alternative to a potato chip — baked, not fried, back when baked was the entire pitch. Keebler let it go in 2014 and left behind one of the more devoted cracker mourning communities on the internet.

🧾 One more thingThe line kept branching: Toasted Honey Wheat, a Seven Grain version that was killed off before the rest of the brand caught up with it, and Nut Crisps in Roasted Almond and Toasted Pecan. In 2003 the boxes carried a Susan G. Komen breast cancer awareness tie-in.

Filed under: Snacks & Chips · the ’80s

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