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CC's

CC's is an brand of flavored s, first introduced in 1982 as the country's original corn chip product. Made primarily from ground corn, the chips are baked or fried and seasoned with various flavors, offering a crunchy ideal for snacking, dipping, or as a base for . The brand's core lineup includes the classic Original flavor, Nacho Cheese with cheddar and mild spices, and innovative variants like Cornados, which are three-dimensional corn snacks. Over four decades, CC's has become a staple in snack culture, emphasizing local ingredients and bold seasonings to appeal to consumers seeking authentic, moreish corn-based treats. Produced by , the brand maintains a focus on quality corn sourcing and has expanded its presence through collaborations, such as limited-edition flavors tied to events like NRL Magic Round. Its popularity extends beyond , with availability in international markets via online retailers, underscoring its role in the global snack industry.

History

Launch and Early Development

CC's was launched in 1982 by as Australia's first branded corn chips, marking the entry of a domestically produced in the growing savoury snack category. The name "CC's" is an for "real Corn Chips," reflecting its straightforward identity as a crunchy, maize-based product designed for everyday consumption. This introduction came at a time when the Australian snack market was expanding, driven by increasing consumer demand for convenient, flavoured options amid the economic of 1982–1983, characterized by high , , and reduced household spending, which favored affordable treats like corn chips. Positioned as a robust, tortilla-style chip with enhanced crunch and seasoning, CC's aimed to capture market share from emerging international competitors, notably Doritos, which had begun penetrating the Australian market in the early 1980s through Frito-Lay's aggressive expansion. Initial production emphasized simple, accessible formats suitable for dipping or standalone snacking, aligning with the era's shift toward bold-flavoured extruded snacks that appealed to a broad demographic seeking value-for-money indulgence during economic uncertainty. Smith's leveraged its established distribution network in potato crisps to roll out CC's rapidly across major supermarkets, fostering quick consumer familiarity and positioning the brand as a reliable, homegrown staple. By 1983, CC's had achieved nationwide availability, solidifying its foundational role in the Australian snack landscape and establishing a core identity centered on affordability and consistent quality for casual occasions like barbecues and movie nights. This early momentum was bolstered by the snack food sector's resilience, as defensive food categories like savoury saw steady growth even as broader contracted. The brand's success in these formative years laid the groundwork for its enduring popularity, with initial sales reflecting strong uptake in urban and regional markets alike.

Ownership and Production Changes

In 1998, as part of PepsiCo's acquisition of for approximately AUD$300 million, the Australian Competition and Consumer Commission (ACCC) required divestitures to prevent a substantial lessening of in the salty snacks . This led to the formation of as an independent entity to take ownership of key local brands, including CC's, Cheezels, , and Samboy potato chips, separating them from PepsiCo's competing portfolio such as and . CC's, as one of the flagship products under this new structure, continued production focused on its corn chip line while benefiting from dedicated manufacturing facilities no longer under PepsiCo's direct control. Snack Brands Australia operated independently for nearly two decades, establishing itself as a major player in Australia's snack industry with CC's remaining a core offering. In 2016, the company was acquired by the Philippines-based Corporation (URC) for AUD$600 million (approximately $461 million), marking a significant shift toward international ownership and expanded production capabilities. This acquisition integrated 's operations, including CC's production, into URC's global network, enhancing efficiencies and enabling greater export potential while retaining local . Under URC's oversight, has invested in manufacturing upgrades to meet growing demand and comply with evolving regulatory standards. Post-2010, the company adapted to enhanced food safety requirements under the New Zealand Food Standards Code, including stricter protocols and critical control points (HACCP) systems for snack production. Notable expansions include a AUD$222 million project at the Orchard Hills facility in , approved in 2022 and under as of 2024, which will add advanced and lines to boost output for brands like CC's and improve sustainability through energy-efficient equipment. These changes have supported CC's position as a high-volume product, with the facility now spanning 27 acres and incorporating for consistent .

Product Characteristics

Ingredients and Manufacturing

CC's corn chips are primarily composed of corn (typically in the form of ground corn or corn flour) as the base ingredient, vegetable oils used for frying, , and added seasonings for non-original variants. For flavored options like nacho cheese or tasty cheese, additional components include cheese powders (such as cheddar), solids, , and vegetable powders (, , ). Most variants, including original and cheese flavors, are gluten-free, with not detected in testing. The manufacturing process begins with the preparation of corn dough, which is extruded under pressure to form triangular shapes. The shaped pieces are then fried in at controlled temperatures around 180°C to achieve crispiness, followed by application through a tumbling method that evenly coats the chips. This process occurs at Snack Brands Australia's facility in , ensuring conversion of raw corn inputs into finished snacks. A typical of 30 g provides approximately 610 of , 6.7 g of , and varying sodium levels depending on the , with the original variant containing around 350 mg of sodium. These values reflect the high-carbohydrate and content inherent to fried corn-based snacks, with cheese-flavored variants typically having slightly higher content around 7-8 g per serving. Production adheres to Australian food standards regulated by Food Standards Australia New Zealand (FSANZ), including requirements for safety, labeling, and contaminant limits under Standard 1.6.1 and related codes. Sustainability efforts by , the parent company, include used into new packaging materials as part of a closed-loop system trialed in 2025.

Flavours and Variants

CC's corn chips are available in several core flavors, each featuring a base of ground corn shaped into triangular and seasoned post-frying. The Original flavor, introduced in 1982, consists of simply salted without added cheese, providing a neutral base ideal for dipping or customizing with toppings. The Tasty Cheese variant incorporates a cheddar-based dusted on the , with real cheese baked into the corn for enhanced flavor intensity; it has become one of the brand's most enduring options. Additional core flavors include Nacho Cheese, which features a spicy cheese blend seasoning for a bold, zesty profile, and Tangy Salsa (also marketed as Taco), combining tomato, spice, and cheese notes to evoke a Mexican-inspired dip companion. These varieties build on the Original by integrating cheese elements directly into the manufacturing process, as noted in product descriptions emphasizing baked-in dairy for consistent taste. Limited-edition flavors have periodically expanded the lineup, often tying into cultural or seasonal themes. A Hot & Spicy variant, featuring intensified pepper seasoning, was offered in the early 1990s but later discontinued. In 2025, CC's introduced two collaboration-based releases: Meat Pie, capturing pie crust and essences in a savory form, and with Sauce, infused with and pastry-like notes; both draw from iconic convenience foods and are available for a limited time. Over time, CC's has evolved its flavor offerings to include occasional hotter profiles, such as the 2025 Cheese & Jalapeño addition, which bakes cheese into the chip before dusting with jalapeño seasoning for a spicy kick. These updates reflect adaptations to consumer preferences for bolder tastes while maintaining the brand's focus on cheese-dominant varieties. Packaging typically comes in standard 175g bags for single flavors, with smaller 45g or 90g options for on-the-go consumption and multipacks like 12- or 18-count cartons for bulk retail.

Marketing and Promotion

Brand Tagline and Campaigns

The iconic tagline "You can't say no" for CC's corn was introduced in the early , highlighting the addictive crunch and flavor that make the snack irresistible, and it has remained a cornerstone of the brand's across , , and platforms. Throughout the 1990s, CC's employed radio spots and television commercials that emphasized family snacking scenarios, such as sharing dips during gatherings, reinforcing the tagline's theme of indulgence. In the , the brand shifted toward emerging channels to promote party dips and versatile snacking uses, building on interactive content to engage younger audiences. In 2023, launched a telenovela-inspired TV and digital campaign created by The Royals, featuring melodramatic scenarios to highlight the irresistible nature of CC's flavors, evoking the "you can't say no." In September 2025, appointed cummins&partners as its new creative agency, overseeing campaigns for CC's and other brands. CC's marketing primarily targets young adults in Australia, a demographic central to the salty snacks sector. These efforts have contributed to steady growth in the corn chip category under Snack Brands Australia, supporting an overall salty snacks market expansion of around 18% for tortilla and corn-based products since the late 2000s.

Simpsons Commercials

In 1998, CC's corn chips brand launched a licensing partnership with 20th Century Fox to produce a series of television commercials featuring characters from , marking one of the few instances of the show licensing its likeness for snack food advertising in . The ads depicted in comedic, escalating scenarios where he desperately tries to seize a bag of CC's chips from his son , who refuses to share, directly integrating the brand's "You can't say no" to highlight the product's addictive appeal. The campaign included at least six distinct TV spots, airing primarily on Australian networks such as Network Ten during episodes of itself, from 1998 into the early 2000s. Representative examples feature Homer performing absurd feats, such as sprinting barefoot over hot coals in "Hot Foot," diving off a cliff in "Cliff Diver," or streaking through the Springfield Nuclear Power Plant in "Streaker," all culminating in his triumphant acquisition of the chips and reinforcement of the tagline. These spots utilized original animation and authentic voice performances from the series' cast, adding to their production quality and cultural resonance in the Australian market. The partnership significantly elevated CC's visibility among The Simpsons' large Australian fanbase during the late 1990s and early 2000s, though specific sales metrics from the era are not publicly detailed. The campaign phased out around 2002, likely due to rising licensing expenses associated with Fox's . Archival clips of the commercials continue to circulate online, preserving their nostalgic value for viewers.

New Zealand Expansion and Revival

CC's corn chips entered the market in 1982, initially distributed under as part of their snacks range. The product gained traction in the as a popular alternative to emerging competitors like , with core flavours such as Original and Tasty Cheese becoming staples in lunchboxes and convenience stores. These locally adapted variants featured the brand's signature crunchy texture and seasoning, marketed with the catchy phrase "Only CC’s ees tasting like thees" in television commercials that emphasized their unique appeal. By 2010, Foods, which had taken over production in , discontinued CC's along with Aztec corn chips due to shifting consumer preferences revealed in blind taste tests favoring . The decision was influenced by economies of scale in a single line, leading to the replacement of CC's with a locally produced version of the across . This move sparked significant backlash from fans, who launched nostalgia-driven campaigns, including a dedicated page titled "Bring back CC’s and Aztec cornchips to ," highlighting the product's cultural resonance from the . Responding to ongoing demand, reintroduced CC's for a limited run in 2019, followed by a second revival in 2023 as part of the company's 70th birthday celebrations. The 2023 relaunch focused on the iconic Tasty Cheese flavour, distributed through participating dairies, petrol stations, and select supermarkets starting May 15. As of 2025, CC's remains available in limited quantities at convenience outlets and online delivery services, sustaining its nostalgic appeal without full-scale national distribution.

Cultural Significance

Popularity in Australia

CC's has maintained a strong presence in the snack market since its launch in 1982, establishing itself as an iconic brand synonymous with the country's casual snacking culture. Produced by Snackbrands , one of the nation's leading snack food suppliers, CC's corn chips are crafted from 100% -grown corn and have become a household favorite for their bold flavors and satisfying crunch. The brand's enduring appeal lies in its role as a staple at backyard barbecues, sports gatherings, and everyday munching, appealing particularly to regional consumers and sports enthusiasts who associate it with relaxed, communal occasions. Sales often peak during major sports events, aligning with 's passion for footy and shared snacking traditions, reinforcing their position in the savory snacks category that reached approximately USD 2.08 billion in 2024. Culturally, CC's has woven itself into the fabric of life through nostalgic advertising and engagement, frequently appearing in memes and trends that celebrate its "can't say no" and retro charm. With over four decades of generational loyalty, the brand evokes fond memories of and childhoods, while modern posts on platforms like highlight its relevance among younger audiences during events such as NRL Magic Round. This cultural integration is evident in taste tests, where CC's Cheese Supreme was ranked 7th among supermarket corn chips in a 2024 review by magazine. Recent limited-edition flavors, such as the 2025 Four'N Twenty-inspired and varieties, further amplify this appeal by tapping into quintessentially Aussie tastes. Amid evolving health trends in the snack industry, CC's has demonstrated adaptability to maintain its loyalty, though specific baked variants remain limited compared to broader sector shifts toward lower-fat options. The brand's emphasis on and bold continues to drive consumer preference, ensuring its dominance in the niche within Australia's growing snacks , projected to reach USD 3.05 billion by 2034. Promotional campaigns, including the telenovela-style ads, have bolstered this resilience by refreshing the brand's image for contemporary audiences.

Collaborations and Limited Editions

CC's has pursued strategic partnerships to expand its flavor profile through limited-edition releases, often tying into iconic food traditions. A prominent example is the 2025 collaboration with , an esteemed brand, resulting in two new variants: Classic and Sausage Roll & Sauce. Launched on January 29, 2025, these flavors were designed to evoke the savory essence of traditional pies and rolls, packaged in 175g bags and retailed at approximately AUD$3.50. These initiatives reflect CC's approach to innovation while maintaining its corn-based foundation. Limited editions build anticipation through targeted campaigns. The collaboration, for instance, generated buzz on platforms like . Looking ahead, CC's has signaled intentions for additional Australian-inspired collaborations, leveraging cultural icons to drive further product diversification and market excitement. This includes potential extensions of successful pie-themed partnerships, aligning with the brand's emphasis on temporary, hype-driven releases that refresh its lineup without altering permanent offerings.

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