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ABRACADABRA! CHEEZ-IT® PUFF'D™ AND CELEBRITY MAGICIAN JUSTIN WILLMAN BLOW FANS' MINDS - AND TASTEBUDS - WITH TWO CHEEZDEFYING MAGIC TRICKS

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Cheez-It® Puff'd™ launches with a unique, airy snack featuring 100% real cheese, transforming from crunchy to melt-in-your-mouth. In collaboration with magician Justin Willman, Cheez-It Puff'd promotes family engagement through two simple magic tricks. This initiative aligns with National Cheese Day celebrations on June 4. Varieties include Double Cheese, White Cheddar, and Scorchin' Hot Cheddar. Fans can participate by sharing their magic performances online, enhancing interaction with the brand.

Positive
  • Launch of Cheez-It® Puff'd™ could attract new customers due to its innovative snack format.
  • Collaboration with popular magician Justin Willman may enhance brand visibility and engagement.
  • Promotion of interactive family activities could strengthen customer loyalty and brand perception.
Negative
  • None.

Professional magician and TV star inspires families to channel their inner magicians with the magic of new Cheez-It® Puff'd™ 

BATTLE CREEK, Mich., June 2, 2022 /PRNewswire/ -- Cheez-It® is bringing families the newest take on its iconic snack cracker with Cheez-It® Puff'd™ – a crazy-craveable, puffy and airy snack baked with 100% real cheese inside and out. Every Cheez-It Puff'd starts with a crunch and transforms into a melt-in-your-mouth, indulgent taste that vanishes on your tongue — it must be some kind of magic.

Professional magician and TV star, Justin Willman, knows magic when he sees it — and this puffy, airy and cheesy Cheez-It Puff'd transformation is just that. So, ahead of National Cheese Day (June 4), Willman and Cheez-It Puff'd are teaming up to create two cheezdefying magic tricks — one is so stealthily simple it will inspire families to channel their inner magician.

  • Cheez-It Puff'd Side Down – Willman is defying the laws of gravity, mystically making Cheez-It Puff'd float and then fly away. How does he do it? Watch and find out!
  • Vanishing Cheez-It Puff'd – Willman will repeatedly make Cheez-It Puff'd vanish at his fingertips. A trick so simple, yet still astonishing, viewers can easily recreate it and trick their friends and family — tune in to Willman's TikTok on June 6 to watch and learn how!

"Every Cheez-It Puff'd delivers a poppable, airy bite that starts with a crunchy outside layer and transforms into a melt-in-your-mouth, indulgent taste – just like magic," said Erin Storm, senior marketing director of Cheez-It. "With at-home magic tricks resurging in popularity on social media channels, our partnership with Justin takes the absurdly uplifting snacking experience of Cheez-It Puff'd and provides families with a magical snacktime activity."

"Nothing beats blowing fans' minds with clever – yet shockingly simple – illusions, especially when it's a trick that anyone can perform, regardless of their magic experience," said Willman. "I've always been a Cheez-It fan, and now I'm a Cheez-It Puff'd fanatic. So, creating magic with one of my favorite snacks that encourages families to come together and recreate an illusion has been a magical experience."

Cheez-It Puff'd and magic-lovers alike can follow Willman on their favorite social platform to see the mind-bending illusions and learn how to perform the magical fun at home with Cheez-It Puff'd.

Justin Willman Social Channels:

To try the magic for themselves, fans can find Cheez-It Puff'd at retailers nationwide in three varieties – Cheez-It Puff'd Double Cheese, White Cheddar and Scorchin' Hot Cheddar. Fans can also share their magic trick performance attempts and tag @CheezIt and @realjustinwillman on TikTok for a chance to be featured on Willman's social media channels. 

About Kellogg Company

At Kellogg Company (NYSE: K), our vision is a good and just world where people are not just fed but fulfilled. We are creating better days and a place at the table for everyone through our trusted food brands. Our beloved brands include Pringles®, Cheez-It®, Special K®, Kellogg's Frosted Flakes®, Pop-Tarts®, Kellogg's Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and more. Net sales in 2021 were nearly $14.2 billion, comprised principally of snacks as well as convenience foods like cereal, frozen foods, and noodles. As part of our Kellogg's Better Days® ESG strategy, we're addressing the interconnected issues of wellbeing, climate and food security, creating Better Days for 3 billion people by the end of 2030. Visit www.KelloggCompany.com.

Cision View original content to download multimedia:https://www.prnewswire.com/news-releases/abracadabra-cheez-it-puffd-and-celebrity-magician-justin-willman-blow-fans-minds--and-tastebuds--with-two-cheezdefying-magic-tricks-301559949.html

SOURCE Kellogg Company

FAQ

What is Cheez-It Puff'd?

Cheez-It Puff'd is a new snack cracker featuring a puffy texture baked with 100% real cheese.

Who is promoting Cheez-It Puff'd?

Celebrity magician Justin Willman is promoting Cheez-It Puff'd through magic tricks.

When is National Cheese Day?

National Cheese Day is celebrated on June 4.

What varieties of Cheez-It Puff'd are available?

Cheez-It Puff'd is available in Double Cheese, White Cheddar, and Scorchin' Hot Cheddar.

How can fans engage with Cheez-It Puff'd on social media?

Fans can share their magic trick performances on TikTok and tag Cheez-It and Justin Willman.

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