It has been more than a century since animal crackers were introduced to the market by Nabisco in 1902. With the name Barnum’s Animal Crackers, the box has depicted the titular animals in cages but now, after pressure from People for the Ethical Treatment of Animals (PETA), they are now shown roaming free.

Jason Levine, Chief Marketing Officer for Mondelez, which owns Nabisco, said:

When PETA reached out about Barnum’s, we saw this as another great opportunity to continue to keep this brand modern and contemporary.

Of course, Ringling Brothers, Barnum & Bailey Circus itself closed down in May of 2017.

The box has only changed a couple of times before, and only for limited editions. In 1995, an endangered species collection raised money for the World Wildlife fund and, two years later, a zoo collection raised money for the American Zoo and Aquarium Association. In 2010, boxes created with designed Lily Pulitzer raised money for tiger conservation.

Doesn’t PETA have bigger things to worry about than animal crackers? One would think so.

Nabisco's animal crackers to break out of their cages in new box design after pressure from PETA. https://t.co/crVAll6Ubo

— The Associated Press (@AP) August 21, 2018