When Keebler decided to update its flagging snack line, Idiom was asked to name a new whole-wheat cracker.  At the time, the company’s research had indicated that some mainstream consumers of snack crackers believe that a whole-wheat variety was unlikely to taste good.

Thus, we were required to explore names communicating whole wheat and great taste in a manner that sounded fun to eat.  Using our Lingtwistics technique, we combined relevant words and concepts using natural speech patterns to create Wheatables.  Along with Munch’ems and O’Boises, which we also named, the new product quickly became a bestseller and spawned many imitative names (e.g., Lunchables).