Kellanova backs Cheez-It with convenience-exclusive competition

Kellanova is backing Cheez-It, the US brand that burst onto the UK snacks scene last year, with a competition exclusively for independent retailers.

A £10,000 cash prize is up for grabs, and to be in with a chance of winning, convenience group store owners simply order a free PoS bundle, which comprises a wobbler, shelf strips, and aisle fins, via www.kelloggsvantage.co.uk or through the QR code on print and digital adverts.

Once received and live in store, entrants just need to text photos of all three assets in situ to 81155. The winner will then be chosen at random.

Cheez-It has taken the UK by storm since it landed on shelves across the country last summer, achieving £10.4million value sales to date and becoming the biggest ‘large sharing’ NPD of the last four years (Circana).

The brand has already won over 2.5 million shoppers, driving 8.6% penetration in the market, with 26% repeat rate. With continued through-the-line investment of £18 million, sales are expected to keep soaring.

Charlie Foster, senior sales director at Kellanova, said: “Over the past six months, the convenience channel has been instrumental in making our UK debut a phenomenal success. Through this new competition, we want to reward our retailer partners for coming on this journey with us and help them drive even more impulse snack sales with our vibrant, eye-catching PoS bundle.

“It’s so straightforward to enter, and with the chance to win £10,000, we encourage all eligible stores to request the PoS bundle today to enter the competition and showcase the biggest NPD in large sharing in style!”