A POPULAR American snack has finally launched in the UK and foodies are delighted. Cheez-Its are loved by millions in the US for their cheese crackers - and the snack has made its UK debut for the first time.

The thin and crispy snack is baked with 100 per cent real cheese and has a unique, curved shape which gives it a satisfying crunch. The Snap'd range comes in three flavours: double cheese, cheese and chilli, and cheese, sour cream & onion.

The double cheese flavour packs a delicious cheese punch, whereas if you're looking for a spicy kick, cheese & chilli is the flavour to try. Cheese, sour cream and onion is the perfect moreish mix of tangy and savoury.

Cheez-It launched in the UK on August 1 and are now available across Brit retailers. The products have been “tweaked for European tastebuds”, the brand said. They are currently available as single 150g bags from Asda, Morrisons, Tesco and Ocado, where they are priced at £2.

Kellanova, the company behind Cheez-It, is offering Cheez-It Snap'd in three flavors – Double Cheese, Cheese and Chilli, and Cheese, Sour Cream and Onion. The snacks are available in small individual packs as well as larger sharing bags. This expansion is supported by a $20 million marketing campaign.

European Adaptation

While Cheez-It is a well-known brand in the US, Kellanova recognized the need to adapt the product to European tastes and preferences. To that end, the company reformulated the recipe for the European market, focusing on delivering a taste and texture that would appeal to local consumers. The European version of Cheez-It features an extra thin, crispy exterior, 100% real cheese, and reduced sodium and saturated fat in adherence to European nutritional guidelines.

Marketing Campaign

The launch of Cheez-It in the UK and Ireland is supported by a $20 million marketing campaign. The campaign is being led by Leo Burnett and is spanning TV, Social, Radio, and OOH, with above-the-line activity supported by PR and experiential from Tin Man Communications. Titled 'Cheez-Hit? Cheez-It,' the campaign aims to create brand intrigue and engagement while also highlighting Cheez-It's unique sensory and taste experience.

A Billion-Dollar Brand

Cheez-It is a billion-dollar brand globally, and Kellanova attributes the brand's success to continuous innovation through flavor, texture, and format and a strategic global expansion initiative. The brand has developed new products like Cheez-It Puff'd and Snap'd available in single serving, multi- and large pack formats in seven countries, including the U.S., Canada, Brazil, Mexico, Australia, and now the UK and Ireland.

Will Cheez-It Succeed in Europe?

The launch of Cheez-It in Europe is a significant move for the brand. Kellanova has invested heavily in marketing and distribution, and has adapted the product to appeal to European tastes. The company is confident that Cheez-It has the potential to be a success in Europe, but it will face stiff competition from established local brands. The success of the launch will depend on a number of factors, including the ability to build brand awareness, create consumer demand, and deliver a product that meets the expectations of European consumers.

The Future of Cheez-It in Europe

The launch of Cheez-It in Europe is just the beginning for the brand. Kellanova is committed to expanding the brand's presence in the region, and is expected to introduce new flavors and products in the future. The company is also working to build a strong brand presence through marketing, advertising, and public relations.

Conclusion: Cheez-It Aims for Snacking Success

Kellanova's launch of Cheez-It in Europe is a strategic move to tap into the growing snacking market. The brand's billion-dollar global status, innovative product development, and tailored approach to European tastes position it for potential success. However, the European snack market is fiercely competitive, and the company's ability to capture market share will depend on its ability to build brand awareness, create consumer demand, and deliver a product that meets the expectations of European consumers. Investors and industry experts will be closely monitoring the performance of Cheez-It in Europe to see if it can replicate its success in the United States.