Simply Animals publishes new children's book inspired by brand character

Stauffer's refreshes animal crackers brand with national rollout and literacy partnership with Reading Is Fundamental

Published on Mar. 3, 2026

Got story updates? Submit your updates here. ›

Stauffer's, the maker of beloved animal crackers, has announced the national rollout of its refreshed brand 'Stauffer's Simply Animals'. To celebrate the rebrand and National Reading Month, Simply Animals has named Reading Is Fundamental (RIF) as its official nonprofit partner to spotlight the importance of early reading. As part of the partnership, Simply Animals will publish a new children's book inspired by one of its new brand characters, with 20% of proceeds benefiting RIF's literacy programs.

Why it matters

The Simply Animals rebrand preserves the great taste generations have loved while introducing a clearer, more modern brand identity designed to make the product easier to recognize on shelves and more relevant to today's families. The partnership with RIF helps advance children's literacy nationwide, aligning with the brand's commitment to nourishing young minds.

The details

The Simply Animals rebrand reflects evolving consumer preferences, with the crackers now made without high-fructose corn syrup and artificial colors, and continuing to be produced in a peanut-free facility in the U.S. The new children's book, 'Bryson's Rocket Riddles', will be available for purchase, with 20% of proceeds benefiting RIF's literacy programs.

  • Stauffer's announced the national rollout of Stauffer's Simply Animals earlier this year.
  • The new children's book will be published in recognition of Stauffer's 155th anniversary and RIF's 60th anniversary.
  • Simply Animals will begin rolling out nationally in mid-to-late April 2026.

The players

Stauffer's

A wholly owned subsidiary of Meiji America and the category leader in animal crackers and cookies.

Reading Is Fundamental (RIF)

The nation's leading children's literacy organization, which has helped children discover the joy of reading for 60 years.

Ken Vlazny

Senior Vice President of Sales and Marketing at Stauffer's.

Dr. Erin Bailey

Vice President of Literacy Programs & Research at Reading Is Fundamental.

Got photos? Submit your photos here. ›

What they’re saying

“Simply Animals will continue to deliver what families have trusted since 1871—the same great-tasting crackers with the flavor and crunch that have made us a family favorite for generations.”

— Ken Vlazny, Senior Vice President of Sales and Marketing at Stauffer's (massmarketretailers.com)

“As we celebrate 60 years of advancing children's literacy, partnerships like this one help us reach more families with engaging stories and meaningful reading experiences. We're grateful to Simply Animals for supporting our mission and helping bring the joy of reading to children nationwide.”

— Dr. Erin Bailey, Vice President of Literacy Programs & Research at Reading Is Fundamental (massmarketretailers.com)

What’s next

The new children's book 'Bryson's Rocket Riddles' inspired by a Simply Animals brand character will be available for purchase in mid-to-late April 2026, with 20% of proceeds benefiting RIF's literacy programs.

The takeaway

The Simply Animals rebrand and partnership with Reading Is Fundamental demonstrate Stauffer's commitment to evolving with consumer preferences while also supporting early childhood literacy, a cause that aligns with the brand's mission to nourish young minds.