Cheez-it Logo

Kellanova is to launch US brand Cheez-It to the UK market as part of its focus on the snacking category.

Worth a $1bn in the US, the Cheez-it brand will be making its debut in the UK in August with the Snap’d snacking range which is made up of Cheese & Chilli and Double Cheese, and will be available in 65g PMP, 40g and 120/150g share size formats.

The UK launch will be supported by an £18m media campaign which includes a TV advert, radio, out of home, sampling, PR and social activity. The brand is also supporting retailers with POS materials to help engage shoppers.

Commenting on the UK launch, Kellanova UK and Ireland marketing director, Chris Silcock, said: “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 largescale 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.”