EXHIBIT 10.2

                                   LANCE, INC.

                   2004 LONG-TERM INCENTIVE PLAN FOR OFFICERS

Purposes and      The primary purposes of the 2004 Long-Term Incentive Plan for
Introduction      Officers are to:

                  -     Align executives' interests with those of stockholders
                        by linking a substantial portion of compensation to the
                        Company's cumulative consolidated earnings per share
                        (EPS) over three fiscal years and compound annual growth
                        in the Company's consolidated net revenues (Net
                        Revenues) over three fiscal years based on the Company's
                        2004-2006 Strategic Plan.

                  -     Provide a way to attract and retain key executives and
                        managers who are critical to Lance's future success.

                  -     Provide competitive total compensation for executives
                        and managers commensurate with Company performance.

                  To achieve the maximum motivational impact, performance
                  measures, Plan goals and the awards that will be received for
                  meeting those goals will be communicated to participants as
                  soon as practical after the 2004 Plan is approved by the Stock
                  Award Committee of the Board of Directors.

                  Each participant will be assigned a Target Incentive, stated
                  as a percent of Base Salary. The Target Incentive Awards, or a
                  greater or lesser amount, will be granted after the end of the
                  three fiscal years, 2004 through 2006, based on the attainment
                  of predetermined goals.

                  Base Salary shall be the annual rate of base compensation for
                  the 2004 fiscal year which is set no later than April of such
                  fiscal year.

Plan Years        The period over which performance will be measured is
                  the Company's three fiscal years, 2004 through 2006.

Eligibility and   Eligibility in the Plan is limited to Executive Officers and
Participation     managers who are key to Lance's success. The Stock Award
                  Committee will review and approve participants nominated by
                  the President and Chief Executive Officer. Participation in
                  one year does not guarantee participation in a following year
                  but will be reevaluated and determined on an annual basis.



                  Attachment A includes the list of 2004 participants approved
                  by the Stock Award Committee on April 22, 2004.

Target Incentives Each participant will be assigned a Target Incentive expressed
and Performance   as a percentage of his or her Base Salary. Participants may be
Measures          assigned to a Performance Tier by position by salary level or
                  based on other factors as determined by the President and
                  Chief Executive Officer. If the duties of a participant change
                  significantly during the Plan Years, the President and Chief
                  Executive Officer, with the approval of the Stock Award
                  Committee, may change the Target Incentive for such
                  participant for the remaining portion of the Plan Years.

                  Attachment A lists the Target Incentives for each participant
                  for the Plan Years as determined by the Stock Award Committee.
                  Target Incentives will be communicated to each participant as
                  close to the beginning of the year as practicable, in writing.
                  Target Incentives will be calculated by multiplying each
                  participant's Base Salary by the appropriate percentages, as
                  described below.

                  Target Incentives shall be calculated as follows:

                  
                  
                                             Percentage of Base Salary
                  Performance Tier        for 2004-2006 Target Incentives
                  ----------------        -------------------------------
                                       
                          1                             *%
                          2                             *%
                          3                             *%
                  

                  For 2004-2006, awards will be based 75% on three-year
                  cumulative consolidated EPS and 25% on three-year compound
                  annual growth in consolidated Net Revenues since 2003, with
                  each performance measure calculated separately, as follows:

                  
                  
                                    Minimum         Target
                                    -------         ------
                                              
                  EPS               $*              $*
                  Net Revenues       *%              *%
                  

                  Minimum EPS performance funds 37.5% of the award and target
                  EPS performance funds 75% of the award. Minimum Net Revenues
                  performance funds 12.5% of the award and target Net Revenue
                  funds 25% of the award. Percent of payout will be determined
                  on a straight line basis between minimum and target and
                  percent of payout above target is determined on the same
                  straight line basis. A $0.01 EPS increase would increase an
                  award *% and a 0.1% Net Revenues increase would increase an
                  award *%. Percent of payout will be rounded to the nearest
                  tenth of a per-

                  [*Targets not required to be disclosed.]

                                       2


                  cent. There is no maximum limit on the amount of an award but
                  there will be no payout unless a minimum performance measure
                  is reached. For example, achieving EPS of $* would result in
                  an award equal to *% of Target Incentive and achieving Net
                  Revenues of *% would result in an award equal to *% of Target
                  Incentive.

                  [*Targets not required to be disclosed.]

                  Final Target Incentive Awards will be calculated and granted
                  after the Stock Award Committee has reviewed the Company's
                  audited financial statements for 2004 through 2006 and
                  determined the performance levels achieved.

Awards            Each participant shall receive cash equal to 25% in value of
                  his or her award, 50% in value will be in restricted stock and
                  25% in value in stock options.

                  To determine the number of shares of the Company's Common
                  Stock issued pursuant to each stock option and each restricted
                  stock grant, the value of each option is calculated using the
                  Black-Scholes model of the Company's compensation adviser in
                  January 2007 after the end of the Plan Years, subject to
                  certain adjustments, and each restricted stock grant using the
                  average of the high and low for the Company's Common Stock on
                  the date of grant.

                  Restricted stock will vest as to 50% on the date of grant and
                  the balance one year after the date of grant.

                  Stock options will be nonqualified, will vest on the date of
                  grant, will have an exercise price equal to the price used for
                  restricted stock grants and will be exercisable for five years
                  after the date of grant.

Form and Timing   Awards will be made as soon as practicable after performance
of Awards         measures are calculated and approved by the Stock Award
                  Committee. All awards will be rounded to the nearest multiple
                  of $100 or 50 shares, as the case may be.

Change In Status  An employee hired into an eligible position during the Plan
                  Years may participate in the plan for the balance of the Plan
                  Years on a pro rata basis.

Certain           In the event a participant voluntarily terminates employment,
Terminations of   or is terminated involuntarily before the end of the Plan
Employment        Years, any award will be forfeited. In the event of death,
                  permanent disability, or normal or early retirement, any
                  award will be paid on a pro rata basis after the end of the
                  Plan Years.

                                        3


                        In the event a participant voluntarily terminates
                        employment, any award which has not vested will
                        terminate and be forfeited. In the event a participant
                        is terminated involuntarily, any award which has not
                        vested will terminate and be forfeited except that stock
                        options which have vested prior to involuntary
                        termination may be exercised within 30 days of
                        termination. In the event of death, stock options shall
                        become fully vested and may be exercised within one year
                        of death. In the event of permanent disability, stock
                        options shall become fully vested and remain exercisable
                        in accordance with the terms of the award. In the event
                        of normal retirement, stock options which have or will
                        vest within six months of normal retirement will vest
                        and become exercisable in accordance with the terms of
                        the award and may be exercised within three years of
                        normal retirement. In the event of death, disability or
                        normal retirement, restricted stock awards which are not
                        vested will be vested pro rata based on the number of
                        full months elapsed since the date of the award. In the
                        event of early retirement, restricted stock awards which
                        are not vested will be vested pro rata based on the
                        number of full months elapsed since the date of the
                        award. In all other cases, awards which have not vested
                        upon termination of employment will terminate and be
                        forfeited.

Change In Control       In the event of a Change in Control, pro rata
                        payouts will be made at the greater of (1) Target or (2)
                        actual results for the three fiscal years-to-date, based
                        on the number of days in the Plan Years preceding the
                        Change in Control. Payouts will be made within 30 days
                        after the relevant transaction has been completed.

                        Also, in the event of a Change in Control, the vesting
                        of restricted stock will be accelerated to fully vest
                        upon the effective date of a Change in Control.

                        A Change in Control is defined as when any person,
                        corporation or other entity and its affiliates
                        (excluding members of the Van Every Family and any
                        trust, custodian or fiduciary for the benefit of any one
                        or more members of the Van Every Family) acquires or
                        contracts to acquire or otherwise controls in excess of
                        35% of the then outstanding equity securities of the
                        Company. The Van Every Family shall mean the lineal
                        descendants of Salem A. Van Every, Sr., whether by blood
                        or adoption, and their spouses.

Withholding             The Company shall withhold from awards any Federal,
                        foreign, state or local income or other taxes required
                        to be withheld.

Communications          Progress reports should be made to participants
                        annually, showing performance results.

                                        4



Executive Officers      Notwithstanding any provisions to the contrary above,
                        participation, awards and prorations for executive
                        officers, including the President and Chief Executive
                        Officer, shall be approved by the Stock Award Committee.

Governance              The Stock Award Committee of the Board of Directors
                        of Lance, Inc. is ultimately responsible for the
                        administration and governance of the Plan. Actions
                        requiring Committee approval include final determination
                        of plan eligibility and participation, identification of
                        performance measures and goals and final award
                        determination. The Committee retains the discretion to
                        adjust any award due to extraordinary events such as
                        acquisitions, dispositions, required accounting
                        adjustments or similar events, affecting the
                        calculations under a performance measure. The decisions
                        of the Committee shall be conclusive and binding on all
                        participants.

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                                  ATTACHMENT A



                                                           Award         Target
       Name                        Title                 Percentage     Incentive
       ----                        -----                 ----------     ---------
                                                               
P. A. Stroup, III          President and Chief               *%         $*
                           Executive Officer

H. D. Fields               Vice President and                *%         $*
                           President, Vista
                           Bakery, Inc.

B. C. Preslar              Vice President                    *%         $*
                            - Finance and Chief
                           Financial Officer

L. R. Gragnani, Jr.        Vice President                    *%         $*
                            - Information
                           Technology/CIO

E. D. Leake                Vice President                    *%         $*
                            - Human Resources

F. I. Lewis                Vice President - Sales            *%         $*

D. R. Perzinski            Treasurer                         *%         $*

M. E. Wicklund             Controller and                    *%         $*
                           Assistant Secretary


[*Award targets omitted for participants as targets not required to be
disclosed.]