Kellogg Company, the maker of iconic snacks like Pringles®, Cheez-It®, and Pop-Tarts®, has announced the arrival of Cheez-It in nearly 7,000 grocery stores across the UK and Ireland, marking a significant debut for cheese lovers in Europe. Known for its cheesy, crunchy satisfaction, Cheez-It is launching with a specially reformulated version of Cheez-It Snap’d, featuring a thinner, crispier texture and flavors tailored to European taste preferences.
Tracy Murphy, Vice President of Europe Salty Snacks at Kellanova, emphasized the company’s ambition to make Cheez-It a major player in the European snack market: “We have big goals for our salty snack brands in Europe, and we see Cheez-It as a key driver of growth. Its unique texture and flavors make it stand out in the snack aisle.” Murphy also highlighted that while Cheez-It Snap’d is new to Europe, the plan is to replicate its U.S. success. The European launch features five different packaging formats and three distinct flavors, ensuring broad retail appeal and consumer awareness through a robust marketing strategy.
A billion-dollar brand globally, Cheez-It owes its success to continuous innovation in flavor, texture, and packaging. Available in countries like the U.S., Canada, Brazil, Mexico, and Australia, the UK and Ireland are the latest markets in the brand’s global expansion. In addition to product innovation, Cheez-It is launching a $20 million integrated marketing campaign across TV, social media, radio, and outdoor channels, with a bold “Cheez-Hit? Cheez-It” slogan designed to capture consumer attention.
Kellanova recognized Europe’s deep-rooted love of cheese through a One Poll survey of 2,000 European adults, where 46% said they couldn’t live without cheese in their daily diet. The company’s local research also pointed to preferences for cheesy, creamy, smoky, and spicy flavors, with a growing interest in spicy options across European countries. In response, Cheez-It Snap’d in Europe will feature an extra-thin, crispy texture, real cheese, and reduced sodium and saturated fats to meet European nutritional standards.
The launch includes three flavors: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion. The Double Cheese flavor ties into Cheez-It’s heritage, while Cheese & Chilli caters to Europe’s spicy flavor trend, and Cheese, Sour Cream & Onion offers a balance of cheesy and creamy flavors. Available in both individual and sharing packs, Cheez-It Snap’d is positioned to appeal to a wide range of consumer needs.
Rob Kelly, Vice President of Europe R&D at Kellanova, noted the company’s commitment to providing products that meet local preferences and health standards. “Our European Cheez-It fans can expect even more innovation in the future, as we continue to explore new product formats and flavors to meet different tastes and occasions.”
