Bagged snack brand Cheez-It, a long-established favourite in the US, has achieved £24m sales in its first year on UK shelves.
Citing Circana data for 52 weeks ending 9 August 2025, brand owner Kellanova said it has sold 16.3 million packs of Cheez-It since its UK launch – the equivalent to one pack every two seconds.
“When we launched Cheez-It in the UK, we knew consumers would love the authentic cheese taste that’s made this brand beloved in America for over 100 years,” said Kellanova senior marketing manager Rui Frias. “Cheez-It’s playful, bold approach appeals to snack lovers, and it is unlike anything currently available in the UK.”
The brand made its UK debut last year in a new Snap’d format, produced using a proprietary method that bakes the snacks extra thin and crispy with a distinct curvy and crispy edge. The range comprises five flavours: Double Cheese, Cheese & Chilli, Cheese, Sour Cream & Onion, and the recently launched Cheese & Smokey Bacon.
Cheez-It is now available across grocery and convenience retailers, as well as in the wholesale and foodservice channels.
Kellanova said the growth of the brand had been driven by its occasion-led format strategy, with pack sizes to meet different snacking occasions in a range of retail environments. These include 40g single formats for on-the-go snacking in foodservice, and 65g and 120g price-marked packs for convenience retail.
“What’s exceeded our expectations is how quickly UK shoppers have embraced not just the flavour, but the versatility of the brand across different retail channels,” added Frias. “This first year has proven there’s real appetite for cheese-based snacking in the UK and we’re just scratching the surface of what’s possible in year two.”
Kellanova has supported the brand with retailer and wholesaler activity and promotions including PoS, sampling, and wholesaler partnerships including a nationwide Flavour Fest ’25 depot takeover.
No comments yet