Cheez-It Snap’d has reached £24m in value sales just one year after launching in the UK, cementing its position as one of the fastest growing brands in the savoury snacks category. The brand has sold 16.3 million units in the UK to date, equivalent to one pack every two seconds.
The milestone coincides with the brand receiving a star at the Great Taste Awards 2025 for its ‘Double Cheese’ snack, which is baked and made with real cheese.
Brought to market by Kellanova in summer 2024, the snack became the UK’s biggest new brand launch in 2024 and ranked as the fourth largest NPD across all FMCG, despite only having launched 8 months into the year.
A leading brand in the US with over $1.35bn in annual sales, Cheez-It was launched in the UK in a new, thin and crispy Snap’d format, in flavours like Double Cheese, Cheese & Chilli, Cheese, Sour Cream & Onion, and the newly launched Cheese & Smokey Bacon.
Rui Frias, Senior Marketing Manager at Kellanova, commented: “When we launched Cheez-It in the UK, we knew consumers would love the authentic cheese taste that’s made this brand beloved in America for over 100 years. Cheez-Its playful, bold approach appeals to snack lovers, and it is unlike anything currently available in the UK.
“What’s exceeded our expectations is how quickly UK shoppers have embraced not just the flavour, but the versatility of the brand across different retail channels. This first year has proven there’s a real appetite for cheese-based snacking in the UK and we’re just scratching the surface of what’s possible in year two.”
