Born in North Carolina: Snyder’s-Lance

Lance Captains Wafers Peanut Butter and Honey Cracker Snacks

Peanut Butter & Honey Captain’s Wafers (Photo: Mike Mozart/Flickr)

There’s nothing like opening up your lunch box as a kid and finding a 6-count pack of Captain’s Wafers cracker sandwiches inside. The company responsible for these deliciously salty snack packs is Snyder’s-Lance — one of the most successful food companies founded and operated in North Carolina.

As part of Dickens Mitchener’s “Born in North Carolina” series, let’s take a closer look at how this snack brand has changed over more than 100 years in business.

The history of Snyder’s-Lance

The story begins in 1913 as Philip Lance and his son-in-law, Salem Van Every start selling packets of peanuts on the streets of Charlotte. Single-serve snacks, like the peanut butter cracker sandwiches, soon followed. After two years of success, Lance Packaging Company opened its doors in Charlotte, North Carolina. Since that humble beginning, the company has developed and overseen the success of a number of America’s most iconic snack products, such as snack cracker and cookie sandwiches like ToastChee, Captain’s Wafers, NipChee, Toasty, and Nekots.

Changing with the times

In 2010, Lance, Inc. merged with Snyder’s of Hanover, a fellow snack food company based in Pennsylvania. The result of this merger was Snyder’s-Lance, the second largest salty snack food company in the country. Snyder’s-Lance serves as the parent company of several snack food subsidiaries, including Cape Cod Potato Chips, Tom’s Snacks, Stella D’oro, Pop-Secret, KETTLE Brand, and much more. In 2015, Snyder’s-Lance adopted a brand new logo and mission statement, emphasizing the importance of developing “better for you” snack options.

Today, the company continues to manufacture, market, and distribute its snack products from its headquarters in Charlotte’s Ballantyne neighborhood. Ballantyne is one of the city’s most upscale neighborhoods, and its 535-acre Ballantyne Corporate Park is home to several other major companies and organizations, including Tree.com, MetLife, Extended Stay America, ESPN, and Babcock & Wilcox.

Contact Dickens Mitchener today to learn more about why people and businesses choose to make North Carolina their home.