American snack brand is promoted in Scottish c-stores
SCOTTISH convenience retailers have ensured that American snack brand Cheez-It has enjoyed a successful launch here.
Major activation events took place at Premier Broadway Convenience Store, Oxgangs, Edinburgh, and Londis Solo Convenience, in Baillieston, Glasgow.
Scottish Grocer spent the afternoon at the store takeover in Glasgow, which saw the windows wrapped in Cheez-It branding and bags of the baked snack crackers handed out to passers-by as well as motorists in the area.
And a DJ atop a branded Jeep ensured there was a party atmosphere throughout the event.
Store owner Natalie Lightfoot explained why she believed the Cheez-It products would be good for c-store footfall and profits in Scotland.
She said: “Cheez-It is a billion-dollar business in America and the launch here will be another part of this success story.
“People are always looking for something new to try and American snacks are hugely popular – they’ve made our shop a destination store.
“So it makes sense to stock the Cheez-It products, which are an alternative to other cheese snacks, and they taste great, too.
“We’re living in the age of TikTok and Cheez-It will tap into the way social media is creating trends.
“These snacks will definitely appeal to younger people and they will be the driving force who will then influence their grandparents, for example, to try Cheez-It.”
Speaking ahead of Halloween, Natalie predicted the American savoury snack would be a huge seller as an alternative to the usual confectionery offered to guests at house parties.
Snacks giant Kellanova, the firm behind Cheez-It, is investing a massive £18million into marketing to drive awareness of the brand across the UK.
This includes similar store takeovers in large cities across the country, as well as a TV advert bespoke for UK audiences, radio ads, and out-of-home, PR and social media activity.
Kellanova is also supporting retailers with dedicated POS materials, including freestanding display units to help create theatre in-store and engage shoppers.
Cheez-It is available in two flavours – Double Cheese and Cheese & Chilli – and a range of formats including a 40g pack at £1.09 RRP, a 65g £1.25 PMP and a 150g sharing pack at £2 RRP.
Natalie concluded: “There are plenty of link-up sales opportunities with Cheez-It. And as consumers over-index on snacks in the UK, the sharing bags will go well.
“There is also the exciting potential to introduce further flavours in the future.”
