We’re beyond excited to share our new packaging with you! After all, if our crackers are going to be the best, they should look the part, right? So, we’ve given Ella’s Flats a bit of a style upgrade — think premium vibes that still feels like the warm, happy brand you know and love.

Why the change?

When our founder, Ellen Macks, first launched Ella’s Flats in 2017, the packaging was a family affair—designed at home with help from her sister. It’s been a good run, but we felt it was time to take things up a notch. We partnered with the talented people at Flock Creative to bring this vision to life. “We wanted our new packaging to feel special and reflect the premium quality of our crackers while keeping that familiar Ella’s Flats charm,” Ellen says. And here we are!

What’s new?

• Fresh design, same charm: Our new packaging features a reimagined flower on the front and bright, inviting images of our crackers topped with all sorts of tasty things. We hope it sparks some snacking inspiration!
• Matte is the new black: Our new matte finish gives the bags a softer, more premium feel without losing that welcoming touch.
• Color changes to love: We kept the same colors for most flavors, but our beloved Everything flavor is now in a periwinkle blue, like a clear sky. It’s a fresh twist, but rest assured, it’s still the same Everything flavor you adore!

New names, same deliciousness

You’ll also notice some of our flavors are getting little name updates: “Caraway” is now “Caraway Rye” (because, let’s be real, it tastes like rye bread without the grains), and “Hemp” is now “Pumpkin Seeds with Hemp Hearts” to give it a little more love and clarity.

Old meets new

As we make the switch to our new packaging, you might still see our old bags for a bit while we work through the transition. No matter which one you receive, it’s the same fresh, delicious crackers inside. 

A big thanks to you!

A big thank you to everyone who shared feedback with us along the way. Your input was a huge help in creating something that truly feels like Ella’s Flats!

We hope you’ll love our new look as much as we do and embrace this exciting update with us!