Pepperidge Farm manufactures (oops!—bakes) cookies, snacks, and other delights that are made from secret recipes and have been tempting the taste buds of Americans for over 70 years.

Since whipping up that first loaf of whole-wheat bread, Pepperidge Farm has tried to deliver on its tagline, "Remember what's good"—i.e., how old-fashioned bakery products are supposed to taste—and each time you open a bag of cookies or box of crackers, the company wants you to feel as if these goodies came straight from the oven.

While Pepperidge Farm likely wishes it could convey the olfactory and tactile experience of its scrumptious products online, its website, pepperidgefarm.com, tries to do the next best thing with crisp images and descriptive content.

Like long-windowed pastry cases that display an assortment of treats, the top navigation bar on the homepage showcases everything from fresh-baked bread to gourmet desserts and allows users to browse through the various goodies retailed under the brand. The bottom half of the homepage, vividly illustrated, boasts a few of the company's popular products, some of which have their own dedicated websites.

The individual products section on the site introduces you to an array of delectable products. There are some tantalizing descriptions, but these text-heavy pages could use more product shots highlighting the variants and flavors available.

As expected, the website provides recipes—such as mini-meatloaves featuring Cheddar Goldfish—that promote the frequent use of its products. In addition to recipe ideas, the Seasonal Recipes section has a convenient feature that allows users to share recipes via email.

While most of the content is neatly laid out, the site definitely could use a drizzle of interactivity. Apart from the odd presence of an online game, the company should add some features like "suggest a recipe" or "suggest a new flavor" to allow users to interact with the brand.

Because several of the Pepperidge Farm products, including Goldfish and Milano, boast legions of devotees, the company should start some kind of virtual fan club to keep them informed via email about coupons, events, and new product launches. This would not only enable the brand to build a reliable customer database, but also allow users to enjoy a more personal relationship with the brand.

Since the site does not currently have an e-shop facility, it might be helpful to suggest retail locations where products are available. For example, a ZIP code-based search engine could display which stores stock particular products of the brand.

Unlike many websites that are crammed with chunks of flash technology and high-end graphics, the site reflects the Pepperidge Farm brand as simply as its image of an old-fashioned bakery. While the offline brand has the right recipe for creating the perfect snack, the online presence could do with some extra kneading to ensure that site visitors "remember what's good" about the brand.