Kellanova’s Cheez-It® Expansion Opens New Revenue Streams in UK & Ireland

September 12, 2024

Cheez-It

Image Source: Kellanova

Kellanova (formerly Kellogg Company) is bringing its billion-dollar snack brand, Cheez-It®, to the UK and Ireland. This expansion presents a golden opportunity to diversify product offerings and tap into the booming European snack market.

Catering Cheez-It® for the European Markets

  1. Market Reach: Cheez-It will be available in nearly 7,000 grocery stores across the UK and Ireland, indicating strong distribution channels.
  2. Product Innovation: Cheez-It Snap’d, tailored for European tastes, features:
    • Extra thin, crispy texture
    • 100% real cheese
    • Reduced sodium and saturated fat
    • Three flavors: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion
  3. Packaging Options: Available in small individual packs (perfect for vending machines) and larger sharing bags (ideal for micro-markets).
  4. Marketing Support: Backed by a $20 million integrated marketing campaign, which could drive consumer demand and boost vending sales.
  5. Health-Conscious Option: Reformulated to meet European nutritional guidelines, potentially opening up placement in health-focused locations.

These initiatives align perfectly with Cheez-It’s flavor profiles and could increase vending sales in Europe.

Expert Opinion by Kellanova Leadership

Tracy Murphy, VP Europe Salty Snacks at Kellanova, stated in the press release: “We have big ambitions for our Salty brands in Europe and for Cheez-It to be a category growth driver because it is unlike any product in the snack aisle thanks to its unique texture and flavors.”

Rob Kelly, VP Europe R&D at Kellanova, elaborated in the press release: “Our Cheez-It fans all over the world trust us to deliver exciting creations, so you can expect more innovation, as Cheez-It can be transformed into different types of products and packages for many occasions and tastes.”

Looking Ahead

With Kellanova’s track record of global success and continuous innovation, vending operators should keep an eye out for future Cheez-It products. The brand’s expansion into Europe could pave the way for more exciting snack options in the vending industry.

As Tracy Murphy suggests, Cheez-It aims to be a category growth driver. For forward-thinking vending operators, this could mean increased revenue and a more diverse, attractive product mix that keeps customers coming back for more, here and abroad.

Stay tuned for more updates on how this launch unfolds and its impact on the European vending landscape.