Unforgotten Brands: Krackjack

In the heart of Vile Parle — long before it became one of Mumbai’s bustling suburbs — stood a humble factory that would go on to shape India’s snacking habits. This was the birthplace of Parle Products, and within its walls, some of the country’s most iconic biscuits were born: Parle-G, Monaco, and the deliciously confusing Krackjack.

While digging through old stories and archives on Parle’s legacy, I stumbled upon a tale so curious that it could easily be dismissed as a myth. But for many long-time residents of Vile Parle — the original Parlekars — this isn’t just a charming fable. It’s a legend.

Jack, the Man Behind the Mix-Up

The story goes back to the late 1960s. The Parle factory was in full swing, churning out batch after batch of its two best-selling biscuits — the sweet Parle Gluco and the salty Monaco. One day, as the factory floor buzzed with its usual rhythm, something unusual happened.

A local Marathi Christian employee named Jack was handling the dough preparation. In a moment of distraction-or perhaps fate—he accidentally mixed the dough meant for the sweet Gluco biscuits with the salty dough of Monaco. It was a mistake that could’ve cost the factory a full day’s production.

Initially, management considered scrapping the batch. But curiosity got the better of them, and someone decided to taste the misfired biscuit. What they discovered was something delightfully unexpected — a perfect balance of sweet and salty in one crunchy bite.

They didn’t just salvage the mistake. They turned it into a product.

The Birth of Krackjack (and Its Name)

And so, in 1972, Parle Krackjack was born — India’s first-ever sweet and salty biscuit. It was unlike anything Indian consumers had ever tasted. The name? A cheeky nod to Jack, the man who “kracked” up the formula in the first place. While some say it’s corporate folklore, the old-timers in the area believe in Jack’s story as if it were gospel. After all, legends often rise from the most ordinary moments.

Sweet. Salty. Successful.

Krackjack was more than just a happy accident — it was a revelation. At a time when Indian snacks were either too sugary or too spicy, Krackjack brought balance. It became the perfect teatime partner, appealing to adults and kids alike. Whether it was in a steel dabba at home or packed in school tiffins, Krackjack found a place in almost every household.

Its unique flavour wasn’t the only thing working in its favour. The biscuit also offered versatility — it was light, didn’t crumble too much, and had just the right crunch. Over time, Krackjack evolved from a happy mistake to a strategic staple in Parle’s biscuit empire.

Marketing the Madness: Krack and Jack

In the following decades, Parle doubled down on the biscuit’s quirky origins with the “Krack and Jack” cartoon characters. These playful mascots — one sweet, one salty — became the face of the biscuit, reinforcing its “best of both worlds” identity. The brand kept its tone light, humorous, and a little silly — much like the story behind its creation.

With each new TV ad or packaging redesign, Parle kept Krackjack relevant. Whether it was on Doordarshan in the 80s or in digital campaigns today, the brand never lost its core appeal: a light, flavourful biscuit that didn’t try too hard — it just tasted good.

Keeping It Fresh in Modern India

More than 50 years later, Krackjack remains a household name. Even as Indian consumers embrace multigrain cookies, digestive biscuits, and protein-packed snack bars, Krackjack continues to hold its ground quietly. It now comes in newer packs with updated graphics, but the taste remains true to its roots.

Parle’s efforts to woo younger audiences haven’t gone unnoticed either. The brand has adopted online shopping, collaborated with delivery platforms, and introduced snack-size packs for on-the-go snacking.

Krackjack and Parle’s Rich Legacy

Krackjack is more than just a biscuit — it’s a reminder of India’s evolution in snack time. It belongs to a legacy that began in 1929 when Parle Products established India’s first indigenous confectionery factory. From making sweets during British rule to launching iconic biscuits like Parle-G, Monaco, and Hide & Seek, Parle has stayed ahead of the curve by being surprisingly simple.

Krackjack, in many ways, represents the best of Parle’s innovation — unpretentious, experimental, and incredibly Indian.

Final Crumbs

Every brand has a story. But only a few have legends — tales passed down from factory floors to family tea tables. Krackjack’s origin may never be fully verified, but like all great stories, it doesn’t need to be. It just needs to be believed.

So the next time you dip a Krackjack into your chai, remember Jack — the man who accidentally changed the way India snacks.