Snack brand Cheez-It has announced it will serve as the Official Snack Partner of the Edinburgh Festival Fringe this year, as the brand continues to invest in building brand awareness and recruiting new shoppers through one of the UK’s biggest cultural events.
The partnership builds on an existing relationship with the Fringe, following Cheez-It’s successful collaboration with Co-op earlier this year, which raised £10,000 for the 2026 Keep it Fringe Fund. Through the initiative, 25p from every promotional 40g pack sold in Co-op stores across the UK was donated to help support emerging artists taking part in this year’s festival.
This year, as Official Snack Partner, Cheez-It will introduce a new award for - the Cheeziest Joke of the Fringe. Performers across the festival were invited to submit their best one-liners to a panel of comedy experts, with five finalists progressing to a public vote. Alongside valuable exposure at the start of their run, the winning comedian will receive a £1,000 cash prize.
Festival-goers will also be able to sample Cheez-It during the opening week of the Fringe across the Royal Mile and The Mound, while the brand will be available to purchase throughout the festival at the Fringe Shop, the Mound Food and Drink Village and selected Fringe venues.
Rui Frias, senior marketing manager at Cheez-It, said: ‘In our opinion, the best companion to a cheesy snack is a cheesy laugh. That’s why we’re proud to be the Official Snack Partner of the Edinburgh Festival Fringe. It aligns perfectly to our brand’s commitment to comedy and dealing in laughs. So, whether you’re cracking a smile or cracking open a bag of Cheez-It, we hope to make every moment at the Fringe just a little bit cheesier.
“We’ve seen fantastic momentum behind Cheez-It over the last year, and the challenge now is sustaining that momentum. Investing in experiences like the Edinburgh Fringe helps us reach new shoppers in a way that feels authentic to the brand, while giving existing fans another reason to engage with us beyond the supermarket aisle.”
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