Cheez-It Celebrates £24m Sales Milestone in the UK, Just One Year After Launch

Cheez-It Snap’d has reached £24 million in value sales just one year after launching in the UK, cementing its position as one of the fastest growing brands in the savoury snacks category^[1]. The cheesy newcomer has sold a staggering 16.3 million units in the UK to date, equivalent to one pack flying off shelves every two seconds^[2].

This milestone coincides with the brand receiving a prestigious star at the Great Taste Awards 2025 for its ‘Double Cheese’ snack, which is baked and made with 100% real cheese. The Great Taste Awards are widely regarded as the benchmark for quality and excellence in the food industry.

Brought to market by Kellanova, the global snacking company, in summer 2024, the bold, cheese flavoured snack became the UK’s biggest new brand launch in 2024 and ranked as the fourth largest NPD across all FMCG^[3], despite only having launched 8 months into the year.

A top brand in the US with over $1.35 billion in annual sales^[4], Cheez-It was launched in the UK in a new, thin and crispy Snap’d format, delivering an ultra-cheesy experience in flavours like Double Cheese, Cheese & Chilli, Cheese, Sour Cream & Onion, and the newly launched Cheese & Smokey Bacon.

Now available across leading grocery and convenience retailers, as well as in wholesale and foodservice channels, Cheez-It has quickly built an extensive retail footprint in the UK with strong shelf visibility – and the sales to prove it.

First year highlights include:

• • Cheez-It has achieved 12.8% penetration and a 52% repeat purchase rate across the total market^[5].

• • In Large Sharing, Cheez-It is the 12^th bestselling brand, followed by Pringles Hot^[6].

• • Cheez-It Double Cheese earned a coveted star at the 2025 Great Taste Awards, praised by expert judges for being ‘crispy, delicious, and moreish’.

• • Since launch, Cheez-It has collaborated with retailers and wholesalers on a range of activations and promotions, to provide them with tools and strategies to maximize sales and drive footfall. From in store activations with eye catching PoS and sampling, to wholesaler partnerships, including a nationwide Flavour Fest’25 depot takeover, Cheez-It continues to drive visibility and growth across key retail channels. 

Cheez-It’s rise has been driven by its smart, occasion led format strategy. The brand offers four tailored pack sizes to meet different snacking occasions in a range of retail environments.

From 40g single formats ideal for on the go snacking in foodservice, to 65g and 120g PMPs designed to deliver clear value in convenience retail, each format is designed for a specific snacking occasion. This approach ensures Cheez-It is always in the right place, at the right time and in the right size.

Rui Frias, Senior Marketing Manager at Kellanova comments on the major milestone: “When we launched Cheez-It in the UK, we knew consumers would love the authentic cheese taste that’s made this brand beloved in America for over 100 years. Cheez-Its playful, bold approach appeals to snack lovers, and it is unlike anything currently available in the UK.

What’s exceeded our expectations is how quickly UK shoppers have embraced not just the flavour, but the versatility of the brand across different retail channels. This first year has proven there’s real appetite for cheese-based snacking in the UK and we’re just scratching the surface of what’s possible in year two.”