Mary’s Gone Crackers, an organic, gluten-free, Kosher and non-GMO cracker brand, has unveiled a reformulated version of its Cheezee line. The line remains entirely vegan, made without any dairy or animal products, delivering a bold, satisfying alternative to traditional cheese crackers.

The Cheezee relaunch also introduces a brand-new flavor: Smoked Gouda. Designed to appeal to evolving consumer preferences, the new variety reportedly delivers a smoky, dairy-like flavor in a gluten-free format.

“These crackers are everything our fans loved about the original Cheezee line, just taken up a notch—better flavor, better texture and a new smoky twist with Gouda that’s already turning heads,” explains Michael Finete, CEO of Mary’s Gone Crackers. “As we continue to expand our presence nationally, we’re keeping our promise to innovate with intention and lead in the better-for-you snacking space.”

Mary’s reformulation process was guided by direct consumer feedback, the brand notes. Recognizing that the in-market formula didn’t fully deliver on flavor or texture expectations, the company undertook multiple rounds of external consumer sensory testing to understand exactly what consumers were looking for. The final result reflects those insights—the brand is hoping the product has more crispiness, stronger flavor expression, and an overall improved eating experience. A key innovation in the new Cheezee line is the addition of a topical seasoning, applied after baking.

The reformulated Cheddar, Cheese & Herb and new Smoked Gouda Cheezee varieties are all certified organic, vegan, Kosher, and made from plant-based ingredients—free from gluten, dairy, GMOs, and common allergens.

The Cheezee update also coincides with the final phase of Mary’s packaging refresh, which has now been fully rolled out across the brand’s entire portfolio. This new design introduces a bold, modern look that better reflects the vibrant flavor profiles of the products and helps Cheezee stand out in the snack aisle while maintaining consistency across the full line.

This latest launch builds on a year of momentum for Mary’s Gone Crackers, including expanded distribution to major retailers like Target, Costco, and Sam’s Club, as well as packaging improvements across the entire lineup. The brand's full line is now available online as well as at natural and conventional retailers nationwide.

Related: Mary's Gone Crackers launches at Target stores nationwide