CHICAGO, Sept. 10,
2024 /PRNewswire/ -- Kellanova (formerly Kellogg
Company and maker of Pringles®,
Cheez-It®, Pop-Tarts® and more)
today announced that cheese lovers can finally get their hands on
Cheez-It snacks available in nearly 7,000 grocery stores in the UK
and Ireland. The iconic brand
known for its cheesy, crunchy, and satisfying snacking experiences
arrives across the pond with a reformulated recipe for Cheez-It
Snap'd, featuring an extra thin, crispy texture and distinct
flavors to appeal to European sensory and taste preferences.
"We have big ambitions for our Salty brands in Europe and for Cheez-It to be a category
growth driver because it is unlike any product in the snack aisle
thanks to its unique texture and flavors," said Tracy Murphy, Vice President Europe Salty
Snacks, Kellanova. "While Cheez-It Snap'd is a new brand and
product in Europe, our goal is to
replicate the success the brand has found in the U.S. We're
launching with a strong lineup featuring five different pack
formats across three unique flavors to allow us to win across many
retail channels, serve consumer needs across multiple locations,
and generate consumer awareness through showstopping marketing
execution."
A billion-dollar brand globally, Kellanova attributes the
Cheez-It brand's success to continuous innovation through flavor,
texture, and format and a strategic global expansion initiative.
The brand has developed new products like Cheez-It Puff'd and
Snap'd available in single serving, multi- and large pack formats
in seven countries, including the U.S., Canada, Brazil, Mexico, Australia, and now the UK and Ireland.
Additionally, Cheez-It has ramped up marketing across key
regions to accelerate growth. In the UK and Ireland, the brand's debut is supported by a
nearly $20 million integrated
marketing campaign led by Leo
Burnett spanning TV, Social, Radio, and OOH, with
above-the-line activity supported by PR and experiential from Tin
Man Communications. Titled 'Cheez-Hit? Cheez-It' with certain ads
featuring the slogan "Crunch it. Taste it. Feel it. Cheez-It," the
campaign aims to create brand intrigue and engagement while also
highlighting Cheez-It's unique sensory and taste experience.
European love of cheese runs deep, which Kellanova acknowledged
in bringing Cheez-It to Europe.
According to a recent One Poll
survey of 2,000 European adults who consume cheese, one in five
said they eat cheese at least once a day, with 46% admitting they
couldn't live without it in their daily diet. They prefer cheesy,
creamy, smoky, and spicy flavors and extra crispy, baked textures,
according to a Kellanova Europe consumer study. Across
European countries, there is a growing demand for spicy flavors,
with Circana data from 2019 to 2023 showing a 23% spicy flavor
growth on average.
In response to local taste preferences, Cheez-It Snap'd is made
with an extra thin, crispy exterior, 100% real cheese, and reduced
sodium and saturated fat in adherence to European nutritional
guidelines and Kellanova's commitment to promoting wellbeing. The
snack launches in the UK and Ireland with three flavors: Double Cheese,
Cheese & Chilli, and Cheese, Sour Cream & Onion. Double
Cheese was a natural choice based the brand's heritage. Cheese
& Chilli aligns with Europe's
spicy flavor trend, and Cheese, Sour Cream & Onion will cater
to cravings for cheesy and creamy flavors. Cheez-It Snap'd is
available in small individual packs and larger sharing bags.
"The Cheez-It brand's Europe launch reflects our dedication
to offering products that cater to local consumer food preferences,
adhere to stringent quality and health standards, and align with
our global mission to support wellbeing," said Rob Kelly, Vice President Europe R&D,
Kellanova. "Our Cheez-It fans all over the world trust us to
deliver exciting creations, so you can expect more innovation, as
Cheez-It can be transformed into different types of products and
packages for many occasions and tastes."
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international
cereal and noodles, and North
America frozen foods with a legacy stretching back more than
100 years. Powered by differentiated brands including
Pringles®, Cheez-It®,
Pop-Tarts®, Kellogg's Rice Krispies
Treats®, RXBAR®,
Eggo®, MorningStar Farms®,
Special K®, Coco
Pops®, and more, Kellanova's vision is to
become the world's best-performing snacks-led powerhouse,
unleashing the full potential of our differentiated brands and our
passionate people. Our net sales for 2023 were $13 billion.
At Kellanova, our purpose is to create better days and ensure
everyone has a seat at the table through our trusted food brands.
We are committed to promoting sustainable and equitable food access
by tackling the crossroads of hunger, sustainability, wellbeing,
and equity, diversity & inclusion. Our goal is to create Better
Days for 4 billion people by the end of 2030 (from a 2015
baseline). For more detailed information about our commitments, our
approach to achieving these goals, and methodology, please visit
our website at https://www.kellanova.com.
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SOURCE Kellanova
