Source: Kellanova

US bagged snack brand Cheez-It , which racks up $1bn (£779m) sales in its homeland, is being rolled out to UK retail this summer.

Cheez-Its are described as a combination of wheat, corn, and potatoes that are baked with cheese. Brand owner Kellanova – previously Kellogg’s – explained that a proprietary method bakes the snacks extra thin and crispy with a distinct curvy and crispy edge.

Kellanova has tweaked the recipe for European tastebuds and is hoping to replicate the success the brand has had in the US. It said there is an opportunity to attract a younger audience looking for a cheese snack ‘that packs a punch’, claiming current products on the market lack a true cheese flavour.

The UK Cheez-It range will comprise two flavours – Cheese & Chilli and Double Cheese – in a variety of sizes: 150g (rsp £2), 65g (PMP £1.25) and 40g (rsp £1.09).

“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 and drive overall category growth,” said Kellanova UK and Ireland managing director Chris Silcock. “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 – it’s a billion-dollar brand in America!”

He added that the launch is being backed with an £18m marketing spend from September, including a bespoke UK TV advert, radio, out of home, sampling, PR and social. Retailer support will include dedicated POS such as freestanding display units.

Kellogg Company was last year renamed Kellanova, when the business’s US cereal arm was split off as WK Kellogg Co. Snacks brands sold by Kellanova in the UK include Pringles, Rice Krispies Squares, and Pop Tarts.

“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,” added Silcock.