How much is the UK crisps & snacks category worth?
The numbers have been crunched, and the snacking category is worth £5.6 billion in the UK, growing at +1.2%1. It’s one of the most dynamic sectors in retail, fuelled by frequent shopper purchases and strong profit margins, particularly within symbols and independents. Put simply – shoppers love to snack and it’s that constant demand that delivers growth opportunities for retailers, as well as ensuring the category remains both valuable and profitable.
Is the market in growth and what is driving that growth?
Market growth is being driven by both Large Sharing and Singles. Notably, the biggest brand change year-on-year has come from the addition of Cheez-It. Innovation and flavour remain king, with bolder tastes and spicier variants climbing the charts as consumers look for snacks that really bring the heat. Cheez-It is perfectly placed to meet that demand – with Double Cheese already delivering over £13 million in sales2, and Cheese & Chilli catering to the nation’s growing appetite for spice. At the same time, larger formats are booming as shoppers seek affordable treats for Big Night In and social occasions; that’s why our new 120g PMP sharing format is such a timely addition, hitting the sweet spot of value, visibility and versatility.
It’s the one-year anniversary of the launch of Cheez-It. How has the brand performed in its year on the market?
Cheez-It has made quite the entrance…in just a year we’ve hit £24 million3 in value sales and sold over 16.3 million packs – that’s one flying off shelves every two seconds4! Launched last September, Cheez-It has quickly become the UK’s biggest new brand launch of the year and the largest salty snacking NPD of 20245. Shoppers love the bold flavours and lighter, crispier texture, and with a 52% repeat purchase rate, they’re clearly coming back for more6. Add in a Great Taste Award win for Double Cheese and strong presence across grocery, convenience and wholesale, and it’s safe to say our first year has been a brie-lliant success.
How has the brand focused on the convenience channel?
Alongside the major mults, we made sure wholesale, convenience and foodservice were front and centre. A major, multi-channel AFH campaign built mental availability, making Cheez-It unmissable, while big in-store activations with symbols and independents – complete with vinyl-wrapped windows, DJs and sampling – brought the brand to life and got people talking. Over 6,500 samples were handed out, driving excitement and retailer advocacy from day one – with an additional 2 million samples distributed since launch. Coupled with tailored pack formats, from on-the-go singles to 120g sharing bags, and new launches like Sour Cream & Onion, we’ve maintained momentum and built strong sales, penetration and repeat purchase across the channel.
How does Kellanova support wholesalers to help them maximise sales of Cheez-It?
At Kellanova, we’re committed to giving wholesalers and retailers the tools they need to make Cheez-It a success. That starts with our dedicated trade website, stockitcheezit.com – a simple, mobile-friendly hub packed with product info, POS materials and direct contacts, all right at retailers’ fingertips. On the ground, we’re driving excitement with activations like our Cheez-It 10k giveaway and more recently, this summer’s first ever Flavour Fest – a Cheez-It and Pringles co-branded activation at major wholesaler depots across the UK. From sampling and one-day-only deals to exclusive POS bundles and expert advice, we’re making sure our retail partners feel supported, inspired and ready to unlock the £5.6 billion snacking opportunity.
How is the brand seeking to reach the foodservice channel?
Foodservice is a massive opportunity for Cheez-It. With out-of-home snacking up 9% year-on-year, and crisps and savoury snacks, the top-performers, seeing an uplift in value of +12% and +9% respectively7, there’s never been a better time to bring something bold and different to the channel. That’s why we’ve been showing up at key trade shows like lunch! and Vendex (amongst many more), getting Cheez-It directly into the hands of operators, so they can experience the Cheez-hit for themselves. We’ve also invested in targeted trade advertising to keep Cheez-It top of mind for foodservice buyers and used LinkedIn to build awareness with key decision makers.
Pringles and Cheez-It were supported by Flavour Fest ’25, two weeks of wholesale depot takeovers. How did this activation go and what effect did it have on sales?
Flavour Fest ’25 was a sizzling success. Over two weeks of depot takeovers, we created real theatre with Cheez-It and Pringles, with retailer feedback highlighting how different and memorable the experience felt. We were live for over 70 hours across the three-week period, resulting in over 1000 depot engagements, amplified by media and depot comms which gave us a further indirect reach of over 5000 individuals. Beyond the excitement of sampling, giveaways and one-day-only deals, retailers walked away with tangible tools to boost their snacking sales, as well as the confidence to bring both brands to life in-store. And the numbers prove it – in the four weeks after the roadshow, daily sales surged +83% on large sharing packs and +51% on single serve SKUs.
Earlier this year, Cheez-It ran a competition for independent retailers, with a £10,000 cash prize. Did this activity generate increased interest in the brand?
Our £10,000 retailer competition was a brilliant way to celebrate the role convenience has played in making Cheez-It’s UK debut such a success. Independent retailers really got behind it, using the free POS bundles to create engaging displays in-store and drive those all-important impulse purchases. Retailer feedback has been highly positive, with 57% saying Cheez-It performs well in store and almost 60% highlighting the 120g packs as a strong impulse driver. And we’re not stopping there – this Christmas we’re back with another big giveaway: ‘Deck The Shelves’, giving retailers the chance to win £10,000 and cash in on seasonal sales.
Is there any other marketing activity coming up?
There’s plenty more in the pipeline to keep the Cheez-It momentum at an all-time high. Innovation is at the heart of our plans, and we’re excited to have just dropped a UK-first flavour: Cheese and Smokey Bacon to mark our one-year anniversary. Shoppers can also expect continued excitement through a festive campaign set to bring some extra crunch to Christmas…
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