Iconic USA snack brand to hit UK shelves this summer

A $1 billion brand stateside^[3], Cheez-It is set to take the snacking category by storm 

American brand Cheez-It, the deliciously new snack from food giant Kellanova, is set to make its UK debut this summer. Expected to replicate its success in the United States, Cheez-It will be available across all Route to Market channels and within the mults. 

A one-of-a-kind snack experience baked with 100% real cheese and a unique combination of wheat, corn and potatoes, driving an irresistible and distinct crispiness, this recipe has been perfected and tweaked for European tastebuds. Its proprietary baking method bakes them extra thin and crispy with their distinct curvy and crispy edges to deliver the right balance of crispy texture and authentic cheesy taste in every bite. 

The UK range will include two flavours – Cheese & Chilli and Double Cheese – targeting 22.8 million cheese-flavoured crisp buyers across the country^[4]. It will be available in a variety of sizes, including small individual packs (65g PMP and 40g) and larger sharing bags.  

Aiming to reach snack fans the nation over, the UK launch will be supported with an impressive media investment of £18million from September, spanning a TV advert bespoke for UK audiences, radio, out of home, sampling, PR, and social. Kellanova is also supporting retailers with dedicated POS, including freestanding display units, to help create theatre instore and engage shoppers. 

Kellanova has identified an opportunity to re-engage a younger audience looking for a real cheese snack that packs a punch. Current products on the market lack a true cheese flavour, which is proving a barrier to purchase for this age group^[5]. Cheez-It is expected to satisfy this need and be a key growth driver for the overall category. 

Chris Silcock, Kellanova UK and Ireland Managing Director, said: “When we became Kellanova back in October last year, we said we wanted to become a snacking powerhouse, and bringing our hero US Cheez-It brand to the UK is demonstrative of this ambition.  

“Great taste is the number one category driver, and we believe by launching a largescale NPD that delivers on taste, we can provide more choice to shoppers, help increase their repertoire, and drive overall category growth. That’s why we believe Cheez-It offers retailers of all shapes and sizes a compelling, differentiated product which will be backed by a heavy weight marketing plan.  While this is a new product and brand here in the UK, the trade this side of the ‘pond’ can have confidence in Cheez-It – after all, it’s a billion-dollar brand in America!^[6]” 

The launch of Cheez-It will add to the stable of snacks brands sold by Kellanova in the UK including Pringles, Rice Krispies Squares and Pop Tarts.