Yes, that Pirate’s Booty rebrand is real

Pirate’s Booty, the corn puff snack that’s been a ubiquitous part of American kids’ diets for decades, just got a rebrand that’s making some fans do a double take in grocery store aisles. The overhauled packaging features a new color palette, simplified text, an entirely different wordmark, and a pirate who’s gotten a fairly significant facelift. The work was spearheaded by the creative agency Pearlfisher, fresh off rebranding SkinnyPop—which, alongside Pirate’s Booty, is a subsidiary of The Hershey Co. The new branding started rolling out on store shelves earlier this month and will appear...