CHICAGO | Kellanova announced that cheese lovers can finally purchase Cheez-It snacks in nearly 7,000 grocery stores in the UK and Ireland.
The iconic Cheez-It brand, known for its cheesy, crunchy, and satisfying snacking, has arrived with a reformulated recipe for Cheez-It Snap'd. This product features an extra-thin, crispy texture and distinct flavours to appeal to European sensory and taste preferences.
"We have big ambitions for our Salty brands in Europe and for Cheez-It to be a category growth driver because it is unlike any product in the snack aisle thanks to its unique texture and flavours," said Tracy Murphy, Vice President Europe Salty Snacks, Kellanova.
"While Cheez-It Snap'd is a new brand and product in Europe, our goal is to replicate the success the brand has found in the U.S. We're launching with a strong lineup featuring five different pack formats across three unique flavours to allow us to win across many retail channels, serve consumer needs across multiple locations, and generate consumer awareness through showstopping marketing execution."
According to a recent One Poll survey of 2,000 European adults who consume cheese, one in five said they eat cheese at least once a day, with 46 percent admitting they couldn't live without it in their daily diet.
Kellanova Europe’s consumer study found that consumers preferred cheesy, creamy, smoky, spicy flavours and extra crispy, baked textures. There has been a growing demand for spicy flavours across European countries, with Circana data from 2019 to 2023 showing an average 23 percent growth in spicy flavours.
In response to local taste preferences, Cheez-It Snap'd have been made with an extra-thin, crispy exterior, 100 percent real cheese, and reduced sodium and saturated fat in adherence to European nutritional guidelines and Kellanova's commitment to promoting well-being.
The snack launches in the UK and Ireland with three flavours: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion. Double Cheese was a natural choice based on the brand's heritage. Cheese & Chilli aligned with Europe's spicy flavour trend, and Cheese, Sour Cream & Onion will cater to cravings for cheesy and creamy flavours.
"The Cheez-It brand's Europe launch reflects our dedication to offering products that cater to local consumer food preferences, adhere to stringent quality and health standards, and align with our global mission to support wellbeing," said Rob Kelly, Vice President of Europe R&D, Kellanova.
"Our Cheez-It fans all over the world trust us to deliver exciting creations, so you can expect more innovation, as Cheez-It can be transformed into different types of products and packages for many occasions and tastes."
Kellanova attributed the Cheez-It brand's success to continuous innovation through flavour, texture, and format and a strategic global expansion initiative. The brand has developed new products like Cheez-It Puff'd and Snap'd, available in single-serving, multi-, and large-pack formats in seven countries, including the U.S., Canada, Brazil, Mexico, Australia, and now the UK and Ireland.
Additionally, Cheez-It has ramped up marketing across key regions to accelerate growth. In the UK and Ireland, the brand's debut has been supported by a nearly $20 million integrated marketing campaign led by Leo Burnett.
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