American brand Cheez-It, a new snack from food giant Kellanova, is set to make its UK debut this summer.
Described as “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,” Cheez-It rolls out across all channels in the UK in two flavours: Cheese & Chilli and Double Cheese. These are available in several sizes, including 40g plain packs (RSP £1.09), 65g £1.25 price-marked packs, and 150g sharing bags (RSP £2).
The launch targets the UK’s 22.8 million cheese-flavoured crisp buyers and will be supported with an £18m media spend from September, spanning a TV advert, 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.
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.
“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!”
