Kellanova spices up Cheez-It, Club Crackers flavors

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Dive Brief:

• Kellanova is expanding its lineup of cracker offerings. Its Cheez-It brand is debuting Smoked Cheddar and Smoked Gouda varieties, inspired by the growing number of viral TikTok videos showing consumers adding smoky seasonings to the cracker.
• Club Crackers also launched two new flavors: Sweet Hawaiian, designed to be paired with meat and cheese; and Cinnamon Sugar Club Minis, a holiday-themed dessert snack. The products are available this month.
• The company is doubling down on its selection of novel snack launches in order to keep cash-strapped consumers purchasing its products.

Dive Insight:

Kellanova has long been a leader in the snacks category, even before it transitioned to a snacking-only business. Two months after announcing its agreement to be purchased by the candy giant Mars for nearly $36 billion, the company is focused on expanding its market share by leveraging its well-known brand names.

The smoked Cheez-It varieties — driven by social media trends — were crafted to deliver a bolder, richer taste of the classic snack, the company said in an email. The Smoked Cheddar version contains hickory and oak wood smoke flavors with onion notes, while the Smoked Gouda contains nutty and maple wood smoke tastes, it said.

Cheez-It, a billion dollar brand, is one of Kellanova’s most profitable product lines and its growth is a central part of its snacking strategy. Kellanova has launched other unique flavors and formats in the past two years, including Cheez-It Puff’d in 2022 and a collaboration with Hidden Valley Ranch earlier this year. A large variety of the cracker also appeared in a Crunchwrap burrito at Taco Bell this summer.

Club Crackers are also a target of snacking growth for Kellanova. Earlier this year, it debuted a “swicy” Club Crisps variety with sweet heat condiment maker Mike’s Hot Honey.

Carrie Foose, the director of brand marketing for Club Crackers, said the brand wanted to create new varieties designed for serving at gatherings.

“Just like your favorite Hawaiian rolls, Club® Sweet Hawaiian crackers are incredibly versatile, whether you’re pairing them with creamy brie and tropical fruits for a delicious appetizer or topping them with ham and Swiss cheese for a savory bite, elevated with just a hint of sweetness,” Foose said. The cinnamon flavor, she added, can be included in holiday desserts or served with dip.