From “Nabs” to Nabisco: How a Snack Brand Built Staying Power

When you hear the word "Nabs," you might picture a packet of peanut butter or cheese-filled crackers, the kind you'd grab at a gas station or vending machine. What many don't realize is that the nickname "Nabs" has deep roots in Nabisco's history - and that the company behind it has weathered over a century of corporate upheavals to remain one of the most enduring names in snack food.

The Story Behind "Nabs"

The nickname "Nabs" originated in 1924, when the National Biscuit Company (later Nabisco) introduced its Peanut Sandwich Packet - a sealed pack of peanut butter-filled crackers sold for 5 cents. By 1928, the company shortened the name to simply "NAB." Over time, "Nabs" became more than a product name; it turned into a cultural shorthand, especially in the American South. Even today, people often refer to any peanut butter or cheese-filled cracker packs, regardless of brand, as "Nabs." It is a reminder of how deeply Nabisco's snacks became ingrained in American life.

Early Growth and Expansion

Founded in 1898, Nabisco grew steadily by creating household staples like Oreos, Fig Newtons, and Ritz. By the 1980s, it had become a multi-billion-dollar brand with profits in the hundreds of millions of dollars. Strategic mergers, like its 1981 union with Standard Brands, helped expand its reach and product portfolio.

The RJR Nabisco Era

In 1985, tobacco giant R.J. Reynolds acquired Nabisco in a $4.9 billion deal, forming RJR Nabisco. Just a few years later, the company was swept into one of the largest leveraged buyouts (LBOs) in U.S. history. In 1988, private equity firm KKR bought it for around $25 billion in a high-drama saga later immortalized in the book and movie Barbarians at the Gate. While the debt load from the LBO forced RJR Nabisco to restructure and sell off assets, the Nabisco name survived because of its strong product lines and loyal customer base.

Joining Kraft and Mondelez

By 2000, Nabisco was acquired by Philip Morris (now Altria) and merged with Kraft Foods. A decade later, Kraft split its global snack division into what is now Mondelez International, Nabisco's current parent company. Today, Mondelez is an $80+ billion market cap company, and Nabisco products - from Oreos to Ritz to the humble "Nabs" - remain core to its global snack empire.

Why Nabisco Endures

Nabisco's ability to stay relevant for more than a century comes down to a few key factors:

• Iconic Branding: Products like Oreos and Ritz crackers are deeply ingrained in American culture. "Nabs" became a nickname that stuck for decades.
• Adaptability: Surviving mergers, buyouts, and restructuring required financial agility and constant reinvention.
• Global Backing: Under Mondelez, Nabisco has the resources to innovate and expand worldwide.
• Everyday Relevance: By balancing nostalgia with new product launches, Nabisco keeps one foot in tradition and one in the future.

Conclusion

The story of "Nabs" is more than just a quirky nickname. It is a symbol of Nabisco's staying power. From a 5-cent cracker pack to surviving billion-dollar buyouts, Nabisco has shown how strong branding, financial resilience, and adaptability can keep a company not just alive, but thriving for generations. So, the next time you pick up a pack of peanut butter crackers, you're not just having a snack; you are tasting a little piece of business history.