Kellanova’s $1bn USA snack brand Cheez-It is set to debut in the UK this summer, as it aims to expand into the European market and become a “snacking powerhouse”.
The cheesy snack will be available in two flavours – Cheese & Chilli and Double Cheese – across all routes to market channels in a variety of sizes, including small individual packs and larger sharing bags.
The baked snack’s recipe has been ‘tweaked’ for European consumers’ tastebuds, but retains its distinct crispy cheese combination, in a move aimed to replicate the success it has found in the United States.
Cheez-It will be supported by a media investment of £18m, from September in a bid to reach consumers across the nation.
Showcased across TV, radio, out-of-home, sampling, PR and social, the campaign also sees Kellanova support retailers with dedicated POS, including freestanding display units in order to produce theatre in-store and foster engagement with shoppers.
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Kellanova said the introduction of the cheese snack to its UK snack portfolio, which currently includes Pringles, Rice Krispies Squares and Pop Tarts, came as part of an attempt to identify and re-engage with a younger audience looking for a cheese snack that “packs a punch”.
Kellanova UK and Ireland managing director Chris Silcock said: “When we became Kellanova back in October last year, we said we wanted to become a snacking powerhouse, and brining 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 heavyweight 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, its a billion-dollar brand in America!”
