. ▁Kel log g ▁was ▁the ▁first ▁to ▁introduce ▁pri zes ▁in ▁boxes ▁of ▁c ere al . ▁ ▁The ▁market ing ▁strategy ▁that ▁he ▁established ▁has ▁produced ▁thousands ▁of ▁different ▁c ere al ▁box ▁pri zes ▁that ▁have ▁been ▁distributed ▁by ▁the ▁tens ▁of ▁bill ions . ▁ ▁F rito - L ay ▁is ▁a ▁world ▁icon ▁in ▁the ▁field ▁of ▁in - package ▁pri zes . ▁ ▁Besides ▁being ▁the ▁current ▁owner ▁of ▁Cra cker ▁Jack , ▁the ▁U . S . ▁pop c orn ▁con fection ▁brand ▁known ▁for ▁the ▁" P ri ze ▁Inside ", ▁F rito - L ay ▁also ▁regularly ▁includes ▁t az os ▁and ▁t atto os ▁in ▁packages ▁of ▁L ay ' s ▁ch ips ▁world wide . ▁ ▁In ▁parts ▁of ▁Latin ▁America , ▁F rito - L ay ▁has ▁even ▁introduced ▁a ▁brand ▁called ▁C heet os ▁Sor presa ▁( English : ▁Sur prise ), ▁which ▁includes ▁a ▁lic ensed ▁prize ▁( from ▁mov ies , ▁television , ▁and ▁video ▁games ) ▁in ▁every ▁ 2 9 – gram ▁bag . ▁ ▁Direct ▁market ing ▁pione ers ▁ ▁Ward : ▁the ▁father ▁of ▁mail ▁order ▁ ▁A aron ▁Mont gom ery ▁Ward ' s ▁mail ▁order ▁catalog ▁created ▁a ▁network ▁that ▁included ▁ma iling , ▁mail ▁order , ▁te lem ark eting , ▁and ▁social ▁media . ▁Today , ▁the ▁mail ▁order ▁catalog ue ▁industry ▁Mont gom ery ▁founded ▁is ▁worth ▁approximately ▁ 1 0 0 ▁bill ions ▁of ▁dollars , ▁and ▁generates