Aligning cracker R&D, operations to boost category growth

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Aligning cracker R&D, operations to boost category growth

6 Jul 2026

KANSAS CITY, MO — To keep up with growing consumer demand for versatile snacking options that align with health attributes such as fiber, cracker producers are being intentional throughout their R&D processes. This helps them innovate accordingly and keep crackers rolling onto store shelves.

For example, it takes two days to produce Kansas City, MO-based Unbothered Foods crackers from a sourdough starter, which must be fed to ensure it’s activated when added to the cracker mixture. The dough is bulk fermented in barrels for more than 24 hours, then deposited on the line, run through the sheeters, docked, cut and baked. Fermented dough machines differently than regular cracker dough, and many variables impact success.

“Time, temperature and humidity impact the dough characteristics the most, and machining can be challenging if you don’t know what levers to pull to adjust the dough texture,” said Morgan Murdock, founder of Unbothered Foods. “During hot summer months, the temperature in the bakery rises and speeds up fermentation, weakening the gluten bonds, so the dough doesn’t hold together well on the line.”

Conversely, when the temperature in the bakery gets colder, the dough can shrink and become difficult to handle. Even though it is processed through a roller and cut into shapes, shrinkage can result in a thicker cracker with the texture of a pita chip. Understanding how to handle the fermented dough in all temperatures and seasons is integral to maintaining product consistency and operations efficiency.

“We’re still figuring out how to best handle the finicky dough variations because we have only been working with our comanufacturer since May 2025 and have not experienced a full year of seasons,” Murdock said. “Ultimately, a larger facility with more resources, like a temperature-controlled room, will help regulate operations as we grow.”

Adding the flavor

Unbothered Foods adds seasoning to the crackers either by hand or mixed in the dough, depending on the product and how it should look, feel and taste.

For example, pieces of cheese are added by hand to the Cheddar crackers at the end of the process for an artisanal look that the brand is known for. However, Murdock said that as the company scales, adding equipment capable of machining ingredient toppings would improve product quality and consistency.

“We’re partnering with a larger broker and focusing our expansion efforts on the West Coast … the California customer understands the benefits of sourdough and is willing to pay a higher price point.” — Morgan Murdock | founder | Unbothered Foods

Currently, operations run twice a month, producing up to 3,000 bags of crackers per day. This means there’s room for growth.

“We are committed to producing a healthy, gut-friendly cracker, but it has obvious challenges, requiring more time and labor, which impacts our price points,” Murdock said. “Our crackers cost between $6.99 and $8.99, especially if sold on the East or West Coast. Ours is not a cheap product to make, and we are constantly working on efficiencies.”

Packaging is completed manually for Unbothered Foods’ crackers. Resealable pouches retain freshness and make for convenient snacking. Product breakage is minimal since the crackers are not sheeted as thin as other crackers. The sourdough component makes them strong enough to stand up to dense dips or a melted brie.

The company ships directly to independent retailers nationwide using multiple online platforms, such as Amazon, the company website, Misfits Market and Good Eggs.

“This year, we’re partnering with a larger broker and focusing our expansion efforts on the West Coast since our co-manufacturer is located there, and the California customer understands the benefits of sourdough and is willing to pay a higher price point,” Murdock said. “From a store standpoint, breaking into that market is a big goal for us this year.”

Overcoming obstacles

It’s been a difficult year for many commercial bakers, as the industry has encountered labor and supply issues and higher costs due to tariffs. For Winslow, ME-based Better With Buckwheat, that has meant higher prices for some of its ingredients.

“We have a limited number of imported ingredients, and up until this point, we have absorbed all cost increases and not passed them on to our consumers,” said Lewis Goldstein, CEO of Better With Buckwheat. “Instead, we are working to remove costs from our production and purchasing through operational efficiency and new processes.”

Going forward, Murdock believes the biggest challenge is finding a sourdough cracker expert that can continually help with the food science behind future innovation plans and a larger manufacturer to help scale production. Unbothered Foods is busy with projects in its new-product pipeline and has partnered with a company to further enhance production of
the brand.

“My end goal is to become a national brand,” Murdock said. “I am excited about this new partnership, which will help us speed up our fermentation process and reduce the amount of labor currently needed to produce our crackers. If testing goes well and the fermentation and flavor remain the same, this enhanced process would be a game changer.”

Evolving health needs and dietary preferences present unlimited opportunities for cracker producers. Combining functional ingredients and appealing flavors and textures with the versatility and convenience of crackers can stimulate growth.

This story has been adapted from the April | Q2 2026 issue of Commercial Baking. Read the full story in the digital edition here.

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