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Cheez-It Debuts in the UK: A Snack That’s True to Cheese

Cheez-It, America’s iconic cheese-flavoured snack, has finally landed in the UK, ready to bring a bold, cheesy experience to British snackers. Known for its distinct square shape, crunchy texture, and true-to-cheese taste, Cheez-It has a cult following in the United States, where it’s enjoyed in millions of households and has achieved over $1 billion in annual sales1.

Now, under Kellanova’s portfolio, Cheez-It is expanding across the Atlantic with high hopes of becoming a British favourite.

Why the excitement? Cheez-It isn’t just another cheese-flavoured snack; it’s made with 100% real cheese, delivering an authentic taste that has resonated with American consumers for decades. “It’s not easy being this cheesy… but it is easy to satisfy your customers’ snacking needs!” Cheez-It’s playful, bold approach invites snack lovers of all ages to enjoy a flavour that’s truly memorable and unlike anything currently available in the UK.

Filling a Gap in the Market

The launch of Cheez-It taps into a growing demand among UK snackers for a more authentic cheese-flavoured option. Research shows that British consumers, especially those aged 28-54, often find current cheese snacks to be lacking in true cheese flavour currently available away from home2. Cheez-It fills this gap, bringing the fun and nostalgia of its American roots with a recipe that prioritises quality and taste.

A Snack Designed to Stand Out

Cheez-It’s distinctive features—its bright orange colour, square shape, and crispy crunch—make it an eye-catching addition to any snack aisle or display. This snack is built for impulse buying, capturing attention with its bold packaging and inviting cheese aroma. In the UK market, where 82% of snack purchases are made on impulse, Cheez-It has the potential to be a major player3.

A Strong Launch Backed by Investment

Kellanova is not holding back with this launch, backing Cheez-It’s UK arrival with an impressive £18 million marketing campaign. This strategic investment underscores Kellanova’s confidence in Cheez-It’s potential to capture the hearts (and taste buds) of UK consumers. The campaign includes in-store promotions, digital advertising, and sampling initiatives designed to build brand awareness and drive trial.

For Hoteliers and Retailers: A Tasty Opportunity

For retailers, Cheez-It represents a new opportunity to attract shoppers looking for a truly cheesy snack that’s different from what they’re used to. The brand’s popularity and recognisable design make it an easy addition for stores aiming to boost snack sales and cater to changing consumer tastes. In hospitality, Cheez-It is ideal for minibars, lounges, and snacking stations, offering guests a quality snack experience that’s both unique and memorable.

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¹Cheez-It $ Sales, 52w/e 28/10/2023, Total US xAOC + Conv, Nielsen TM, ®, © 2024 Kellanova.
²Circana Unify – UK Crisps MAT Sales Data up to 15th July 2023.
³Lumina Intelligence ConvenienceTracking Programme; 52WE 20/08/2023.

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