Bremen - A reason to celebrate: The Vitakraft Kräcker® - The Original - is 60 years old. Since its market launch in 1965, the Kräcker has stood for species-appropriate snacking fun, top quality and a unique production process that has made it a favorite for owners and pets worldwide.
What once began as an innovative idea has developed into one of the strongest snack products in the bird and small animal segments. The cracker is baked in three layers on natural wood using a special process - for healthy nibbling fun that also encourages natural instincts and provides activity.
Vitakraft produces the cracker in its own factory in Germany and exports over 72 million cracker sticks in over 100 varieties worldwide.
Sarina Hamann, Head of Marketing International at Vitakraft: "Over the past 60 years, the Kräcker has become an absolute classic. Its particular success is based above all on the almost unique combination of food source and activity - the animal is required to actively work for the food. Added to this is the wide range of varieties, which are specially tailored to the needs of birds and small animals."
The anniversary will be celebrated throughout the year with a promotional campaign - both in stores and on social media.
Vitakraft has been the world's No. 1 brand for small animal and bird snacks for decades.
In the "crackers, sticks & sticks" category, Vitakraft has a market share of 69.6 percent* in Germany.
*Source: NielsenIQ Discover DE, LEH+DM+CC+Pet Stores, rodent and bird food (excl. wild birds), form: Crackers, sticks & sticks, sales market share [%] top brands, MAT CW08 2025