Kellanova's Cheez-It® Brand Arrives in the UK & Ireland to Delight European Tastebuds

Rhea-AI Summary

Kellanova has launched its Cheez-It Snap'd brand in the UK and Ireland, available in nearly 7,000 grocery stores. The launch features a reformulated recipe tailored to European tastes, with three flavors: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion. The expansion is supported by a $20 million marketing campaign.

Cheez-It, a billion-dollar brand globally, has been successful due to continuous innovation and strategic global expansion. The European version adheres to local nutritional guidelines with reduced sodium and saturated fat. Kellanova aims to replicate the brand's U.S. success in Europe, targeting the region's love for cheese and growing demand for spicy flavors.

Positive

• Expansion into UK and Ireland market with 7,000 store presence
• $20 million marketing campaign to support brand launch
• Tailored product to European tastes and nutritional guidelines
• Cheez-It is a billion-dollar brand globally
• Strategic global expansion and continuous innovation strategy

Negative

• None.

Insights

Market Research Analyst

Kellanova's launch of Cheez-It in the UK and Ireland marks a significant expansion for the brand. With a $20 million marketing campaign and distribution in nearly 7,000 grocery stores, this move demonstrates a strong commitment to capturing market share in Europe. The reformulated recipe tailored to European preferences shows adaptability, which is important for success in new markets.

The launch aligns with European snacking trends, particularly the 23% growth in spicy flavors from 2019 to 2023. This strategic product positioning, combined with the brand's billion-dollar global status, suggests potential for substantial growth. However, success isn't guaranteed, as the European snack market is highly competitive and dominated by established local brands.

Financial Analyst

While specific financial projections aren't provided, the scale of this launch indicates Kellanova's confidence in Cheez-It's potential in Europe. The $20 million marketing investment is substantial, suggesting expectations of significant returns. As a billion-dollar brand globally, even modest success in Europe could translate to meaningful revenue growth for Kellanova.

Investors should monitor key performance indicators in the coming quarters, including:

• Market share gains in the UK and Ireland snack sector
• Revenue contribution from the new markets
• Marketing efficiency and customer acquisition costs

The success of this launch could pave the way for further European expansion, potentially boosting Kellanova's long-term growth prospects.

Food Industry Expert

Kellanova's approach to launching Cheez-It in Europe demonstrates a nuanced understanding of local markets. The reformulation to meet European nutritional guidelines and taste preferences is crucial. Reducing sodium and saturated fat while maintaining flavor appeal is a delicate balance that, if successful, could give Cheez-It a competitive edge.

The choice of flavors - Double Cheese, Cheese & Chilli and Cheese, Sour Cream & Onion - is strategic, catering to established preferences while also tapping into the growing spicy trend. However, the success will largely depend on how well these flavors resonate with local palates and compete against entrenched local brands. The multi-format packaging strategy allows for penetration across various retail channels and consumption occasions, which could accelerate adoption.

CHICAGO, Sept. 10, 2024 /PRNewswire/ -- Kellanova (formerly Kellogg Company and maker of Pringles^®, Cheez-It^®, Pop-Tarts^® and more) today announced that cheese lovers can finally get their hands on Cheez-It snacks available in nearly 7,000 grocery stores in the UK and Ireland. The iconic brand known for its cheesy, crunchy, and satisfying snacking experiences arrives across the pond with a reformulated recipe for Cheez-It Snap'd, featuring an extra thin, crispy texture and distinct flavors to appeal to European sensory and taste preferences.

"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," said Tracy Murphy, Vice President Europe Salty Snacks, Kellanova. "While Cheez-It Snap'd is a new brand and product in Europe, our goal is to replicate the success the brand has found in the U.S. We're launching with a strong lineup featuring five different pack formats across three unique flavors to allow us to win across many retail channels, serve consumer needs across multiple locations, and generate consumer awareness through showstopping marketing execution."

A billion-dollar brand globally, Kellanova attributes the Cheez-It brand's success to continuous innovation through flavor, texture, and format and a strategic global expansion initiative. The brand has developed new products like Cheez-It Puff'd and Snap'd available in single serving, multi- and large pack formats in seven countries, including the U.S., Canada, Brazil, Mexico, Australia, and now the UK and Ireland.

Additionally, Cheez-It has ramped up marketing across key regions to accelerate growth. In the UK and Ireland, the brand's debut is supported by a nearly $20 million integrated marketing campaign led by Leo Burnett spanning TV, Social, Radio, and OOH, with above-the-line activity supported by PR and experiential from Tin Man Communications. Titled 'Cheez-Hit? Cheez-It' with certain ads featuring the slogan "Crunch it. Taste it. Feel it. Cheez-It," the campaign aims to create brand intrigue and engagement while also highlighting Cheez-It's unique sensory and taste experience.

European love of cheese runs deep, which Kellanova acknowledged in bringing Cheez-It to Europe. According to a recent One Poll survey of 2,000 European adults who consume cheese, one in five said they eat cheese at least once a day, with 46% admitting they couldn't live without it in their daily diet. They prefer cheesy, creamy, smoky, and spicy flavors and extra crispy, baked textures, according to a Kellanova Europe consumer study. Across European countries, there is a growing demand for spicy flavors, with Circana data from 2019 to 2023 showing a 23% spicy flavor growth on average.

In response to local taste preferences, Cheez-It Snap'd is made with an extra thin, crispy exterior, 100% real cheese, and reduced sodium and saturated fat in adherence to European nutritional guidelines and Kellanova's commitment to promoting wellbeing. The snack launches in the UK and Ireland with three flavors: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion. Double Cheese was a natural choice based the brand's heritage. Cheese & Chilli aligns with Europe's spicy flavor trend, and Cheese, Sour Cream & Onion will cater to cravings for cheesy and creamy flavors. Cheez-It Snap'd is available in small individual packs and larger sharing bags.

"The Cheez-It brand's Europe launch reflects our dedication to offering products that cater to local consumer food preferences, adhere to stringent quality and health standards, and align with our global mission to support wellbeing," said Rob Kelly, Vice President Europe R&D, Kellanova. "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."

About Kellanova  
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles^®, Cheez-It^®, Pop-Tarts^®, Kellogg's Rice Krispies Treats^®, RXBAR^®, Eggo^®, MorningStar Farms^®, Special K^®, Coco Pops^®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion.   

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.  

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SOURCE Kellanova

FAQ

What flavors of Cheez-It Snap'd are available in the UK and Ireland?

Cheez-It Snap'd is launching in the UK and Ireland with three flavors: Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion.

How much is Kellanova (K) investing in marketing for the Cheez-It launch in Europe?

Kellanova is supporting the Cheez-It launch in the UK and Ireland with a nearly $20 million integrated marketing campaign.

How has Kellanova adapted Cheez-It Snap'd for the European market?

Kellanova has reformulated Cheez-It Snap'd with an extra thin, crispy texture, reduced sodium and saturated fat to adhere to European nutritional guidelines, and flavors tailored to European taste preferences.

In how many countries is the Cheez-It brand now available?

With the launch in the UK and Ireland, Cheez-It is now available in seven countries, including the U.S., Canada, Brazil, Mexico, and Australia.