I oftentimes wonder if there’s some kind of flow chart that maps out how snack companies pick the next flavor for their brands. You know, the kind of simple-to-read document with the Microsoft Word-Art-inspired fancy arrows in bright colors that leads executives on a maze to the big pastel colored circle that says (in Comic Sans, no less) “Red Velvet Pop-Tart” or “Chicken and Waffles Potato Chips.”
And knowing how some flavors get the check-mark before others, I further wonder if the brilliant advisors to some of our nation’s finest food brands aren’t in fact the same whiz kids giving AT&T all that brilliant advice.
I bring this up because it seems a long-time coming that Wheat Thins would add Honey Mustard to their flavor lineup. Seriously, Nabisco. If “artisan” cheese, low sodium, and cinnamon sugar can get on the flavor list, then you’d think a flavor like honey mustard would have made the cut by now.
Well, better late then never.
The taste is classic honey mustard powder, which from my experience is different than actual honey mustard because it has all the benefits of the irresistible sweet-salty combination with a hint of tang and earthiness to go along with not having to deal with the annoyance of squeeze bottle physics.
There aren’t any particularly “artisan” notes that suggest a fancy-smancy Dijon or horseradish-type of honey mustard, which is great in my book because the last thing I want while snacking is making funny faces thanks to nasal irritation. The powder is applied liberally enough to allow for a finger-licking experience, even after a handful of crackers, which seem a natural fit for honey mustard given the crackers’ malted aftertaste and wheaty flavor.
Like I said, it’s a flavor that seems a long time coming.
The sweet and slightly tangy taste permeates past the powder though, which in this case makes the crackers all the more addictive. It also validates their ability to withstand plenty of the stresses of springtime events like watching opening day baseball on your couch with a cold one.
Yes, spilling your beer on Honey Mustard Wheat Thins will infuse the cracker with the triple hops brewed taste of fermented barley, but it won’t wash away the honey mustard taste. Should you not spill beer on your Wheat Thins and just be one of those weird people who insist on licking every atom of seasoning powder off your favorite snack before crunching down, you’ll still find the usual malted taste of the Wheat Thin melding perfectly with the honey mustard flavor.
Truth be told, I really can’t find noticeable flaws with the Honey Mustard Wheat Thins. However, a bit more seasoning as well as a hint of the kind of innate “pretzel” flavor that goes so well with honey mustard would have put these crackers over the top for me.
On that note, Honey Mustard Wheat Thins won’t be the kind of snack that inspires you to deplete your local Walmart’s stock before your tax rebate check arrives, but at the same time, they’re not something that disappoints. If only all flow-chart inspired snack flavor product decisions could accomplish so much.
(Nutrition Facts – 30 grams (About 15 crackers) – 140 calories, 50 calories from fat, 5 grams of fat, 1 grams of saturated fat, 0 grams of trans fat, 0 milligrams of cholesterol, 160 milligrams of sodium, 85 milligrams of potassium, 21 grams of carbohydrates, 2 grams of dietary fiber, 5 grams of sugars, and 2 grams of protein.)
Item: Nabisco Honey Mustard Wheat Thins
Purchased Price: $2.50
Size: 9 oz. box
Purchased at: Safeway
Rating: 8 out of 10
Pros: Classic honey mustard powder flavor reminiscent of Rold Gold Honey Mustard pretzels. Sweet-salty-malty powder applied liberally enough for finger licking action. Not overpowering in the tang department. Avoiding squeeze bottle physics which rob me a good three tablespoons of honey mustard. Whole grains.
Cons: Snack food flavor flow charts. Lacks familiar “pretzel” flavor. Still waiting for a Beer and Honey Mustard Wheat Thins flavor.