American snacks brand crosses over the pond
AMERICAN snack brand Cheez-It is set to make its debut this summer as part of the snacking giant firm Kellanova.
Aiming to replicate the success the brand has enjoyed in the States, Cheez-It is available across all route-to-market channels with two flavours including Double Cheese and Cheese & Chilli.
Each variant will be available in a range of format sizes including smaller individual bags with a 40g pack at £1.09 RRP and a 65g PMP pack with is price-marked at £1.25. There is also a larger 150g sharing pack at £2 RRP available as well, helping to match any night in or consumer demand.
Aiming to make an impression on consumers across the UK, the brand will be supported by an impressive media investment of £18million from September which will span a TV advert bespoke for UK audiences as well as radio ads, out-of-home, sampling, PR and social media channels.
Kellanova is also set to support retailers with the launch though dedicated POS materials including freestanding display units to help create theatre in-store and engage shoppers.
The launch of Cheez-Its will add to Kellanova’s range of snack brands sold in the UK including Pringles, Rice Krispies Squares and Pop Tarts.
Chris Silcock, Kellanova UK and Ireland managing director, 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 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 heaby-weight 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.”
