Kellanova to launch US snack brand Cheez-It in the UK

• Product: Cheez-It
• Supplier: Kellanova
• RRP: £1.25 PMP (65g)
• Available from: 1 August

Kellanova is bringing popular American snack brand Cheez-It to the UK this summer.

The brand, which is worth $1bn in the US, is launching on 1 August with the Snap’d snacking range.

It will be available to wholesale and convenience retailers in 65g packs with a £1.25 price-mark, in Double Cheese and Cheese & Chilli varieties.

Other formats include 150g and 120g sharing formats (with an additional Cheese, Sour Cream & Onion variety) and 40g grab bags.

According to the supplier, cheese flavours drive 22% of crisp category sales, the highest proportion of any flavour. In the US, half of all American homes eat Cheez-It snacks, the supplier said at a launch event.

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The launch will be supported by an £18m media investment, including TV, out-of-home, sampling, social and influencer activity. Retailers will also have access to PoS, including FSDUs.

Kellanova UK and Ireland’s managing director, Chris Silcock, said: “When we became Kellanova back in October last year, we said we wanted to become a snacking powerhouse, and bring our hero US Cheez-It brand to the UK is demonstrative of this ambition.

“Great taste is the number one category driver, and we beleive 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!”

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