The snack food wars are an arms race. What was the sweetest snack on the shelf fifty years ago can quickly become today's lame, bland after thought. This is clearly the case with animal crackers. We've met breakfast cereals sweeter than animal crackers. Smothering these decent tasting crackers in a layer of frosted sugar and sprinkles was the only way to keep them from going extinct.
We will always be grateful for this innovation.