Cheez-It, a $1bn US snack brand owned by Pringles maker Kellanova, is set to make its debut in the UK this summer.
It will be available in two flavours – Cheese & Chilli and Double Cheese – across all channels in a variety of sizes, including small individual packs (65g PMP and 40g) and larger sharing bags.
The baked snack’s recipe has been “tweaked” for European consumers’ tastebuds, but it retains the distinct crispy cheese combination that has made it popular in the US.
The UK launch will be supported by a media investment of £18m from September. The campaign will include TV, radio, out-of-home, sampling, PR and social media activity. Kellanova will also support retailers with dedicated POS, including freestanding display units.
Kellanova stated that the introduction of Cheez-It to its UK snack portfolio, which currently includes Pringles, Rice Krispies Squares and Pop Tarts, was part of an attempt to identify and re-engage with a younger audience looking for a cheese snack that “packs a punch”.
Chris Silcock, the company’s UK & 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.
“Great taste is the number one category driver, and we believe by launching a large scale 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 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!”
