Mondelez has changed the packaging on Barnum’s Animals crackers after pressure from PETA to uncage the animals shown on the box. For more than a century the animals shown on Barnum’s Aminals boxes were depicted inside circus cages. The new packaging now shows the animals walking free across an Africa savannah.

“We saw this as another opportunity to keep the brand modern and contemporary,” said Jason Levine, Mondelez’s chief marketing officer for North America.

The change in the packaging followed pressure from the People for the Ethical Treatment of Animals (PETA) who have protested against the use of animals in circus shows for more than 30 years.

“The new box for Barnum’s Aminals crackers perfectly reflects that our society no longer tolerates the caging and chaining of wild animals for circus shows,” explained Tracey Reiman, PETA’s executive VP.

This is the first time Barnum’s Aminals crackers have permanently redesigned their box since the company first started producing the crackers in 1902. The company has only ever designed limited-edition packaging. The brand created an endangered species limited edition box in 1995 in a partnership with donations going to the World Wildlife Fund and in 1997 created a Zoo collection to raise money for the American Zoo and Aquarium Association. The last packaging redesign was rolled out in 2010 when Mondelez joined forces with the designer Lilly Pulitzer to raise money for tiger conservation.

Mondelez headquarters are located in the US state of Illinois, which was the first state in the country to ban the use of wild elephants in circus shows. 80 American cities across the US have at least patricianly, if not fully, prohibited the use of wild animals by circus shows since.