Cheez-It crackers are a testament to American snacking ingenuity. Introduced in 1921, the amazingly popular, one-inch-square, 100% real cheese snack crackers have maintained a steadfast ability to reach nearly every consumer demographic, with an inherent, near-universal appeal. Today, Cheez-It is one of the top cracker brands in the world, owned by Kellogg Co., Battle Creek, MI, and responsible for over $1.2 billion in U.S. retail sales—and growing.
But the first century of Cheez-It crackers was only the beginning. In recent years, Cheez-It has launched a series of innovative new products, expanding the brand’s reach, earning new fans, and introducing more consumers to a diversity of Cheez-It flavors, formats, and fun. Through an astute combination of benchtop innovation and savvy go-to-market strategy, Cheez-It continues to see growth of its primary, century-old product line while adding strong incremental revenue from its innovation pipeline.