Kellanova announces UK launch of American brand Cheez-It

Kellanova has announced that American brand Cheez-It will make its UK debut this summer.

Baked with 100% real cheese and combining wheat, corn and potatoes, the recipe has been tweaked for European tastebuds.

The UK range features two flavours – Cheese & Chilli and Double Cheese – targeting 22.8 million cheese-flavoured crisp buyers across the country (Circana). There will be a variety of sizes, including small individual packs (65g PMP and 40g) and larger sharing bags.

The UK launch will be supported with a media investment of £18 million from September, including a TV advert bespoke for UK audiences, plus radio, out-of-home, sampling, PR and social activities. Kellanova is also supporting retailers with dedicated PoS, including freestanding display units, to help create theatre instore and engage shoppers.

Kellanova has identified an opportunity to re-engage a younger audience looking for a real cheese snack that packs a punch. Cheez-It is expected to satisfy this need and be a key growth driver for the overall category.

Chris Silcock, Kellanova UK and Ireland managing director, says: “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 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, it’s a billion-dollar brand in America! (Nielsen).”

The launch of Cheez-It will add to the stable of snacks brands sold by Kellanova in the UK including Pringles, Rice Krispies Squares and Pop Tarts.