Cheez-It
Cheez-It is a brand of square-shaped baked cheese crackers, measuring approximately 1 inch by 1 inch, made with 100% real cheese and known for their crunchy texture and bold cheesy flavor.[1] Introduced on May 23, 1921, by the Green & Green Company in Dayton, Ohio, the original crackers were developed as a premium snack using high-quality ingredients during an era when cheese-flavored products were innovative.[1][2] The brand has undergone several ownership changes: acquired by Sunshine Biscuits in 1932, then by Keebler Foods in 1996, and subsequently by Kellogg Company in 2001, which rebranded to Kellanova in 2023; today, Cheez-It is produced by Kellanova through its Sunshine Biscuits division.[1][3] Over the decades, Cheez-It has expanded to include numerous flavors such as Original, Cheddar, White Cheddar, Hot & Spicy, and Pepper Jack, along with variant formats like Cheez-It Grooves (launched in 2014), Snap'd (2019), and Puff'd (2022), catering to diverse consumer preferences.[1] Modern marketing campaigns like the 2002 "Get Your Own Box" initiative have reinforced their status as a beloved American snack.[1]History
Origins and Invention
The Green & Green Company was established in 1897 in Dayton, Ohio, by J.W. Green after he purchased the Wolf Bakery Company upon the death of its founder, Dr. William W. Wolf. J.W. Green brought his son, Weston Green, into the business, renaming it Green & Green Company, and the firm initially operated as a bakery producing a range of crackers and baked goods. In 1907, the company relocated to Dayton's Edgemont neighborhood, where it incorporated and expanded its operations, becoming one of the largest biscuit bakeries in Ohio by focusing on products like Edgemont, Dayton, and Flag crackers.[4][5] The invention of the Cheez-It cracker emerged from the company's experimentation with cheese-infused baked snacks in the early 1920s, resulting in a distinctive one-inch square prototype that incorporated real cheese directly into the dough for bold flavor. Drawing inspiration from the traditional Welsh rarebit—a melted cheese dish on toast—the cracker was designed as a portable, oven-baked alternative, emphasizing crispiness and authentic cheesiness over imitation flavors common in other snacks of the era. This innovation reflected the Green & Green Company's expertise in cracker production, honed through years of manufacturing hardtack and other varieties for both civilian and military markets.[4][2] On May 23, 1921, the Green & Green Company launched the Cheez-It commercially from its factory at the corner of Cincinnati and Concord streets in Dayton, coinciding with the trademark registration that secured the brand name. The original packaging featured a simple green-and-white design, evoking freshness and the product's cheese heritage. Early advertisements promoted Cheez-It as a premium, convenient cheese snack, touting its use of 100% real cheddar cheese to deliver a rich, genuine taste that set it apart from competitors.[4][6][1]Acquisitions and Ownership Changes
In the early 1930s, following the 1929 stock market crash, the Loose-Wiles Biscuit Company (operating as Sunshine Biscuits) acquired the Green & Green Company, the original producer of Cheez-It crackers since their invention in 1921.[6][1] This acquisition enabled broader production and marketing efforts, transforming Cheez-It from a regional product into a nationally distributed snack under the Sunshine brand.[1] In 1946, the Loose-Wiles Biscuit Company officially rebranded to Sunshine Biscuits, Inc., solidifying its identity and facilitating further expansion of its cracker lines, including Cheez-It, across the United States.[7] In 1996, Keebler Company acquired Sunshine Biscuits from G.F. Industries for an undisclosed amount, integrating Cheez-It into Keebler's diverse portfolio of cookies and crackers, which enhanced distribution through Keebler's established network of direct-store-delivery routes.[8][9] This move positioned Cheez-It alongside complementary Keebler products like Chips Deluxe, increasing its visibility in the competitive snack market.[9] Kellogg Company purchased Keebler in 2001 for $3.86 billion in cash, bringing Cheez-It under the umbrella of a major multinational food conglomerate and significantly amplifying its marketing resources and product development capabilities.[10][11] Under Kellogg's ownership, Cheez-It saw expanded varieties, such as new flavors and formats, alongside aggressive advertising campaigns that boosted brand awareness and sales growth in the snacking segment.[12][13] This period also involved production scale increases, including facility upgrades and expansions to meet rising demand, such as enhancements at key plants to support higher output volumes.[12] In 2023, Kellogg Company underwent a corporate restructuring, spinning off its North American cereal business as WK Kellogg Co. while retaining its global snacking operations—including Cheez-It—under the newly named Kellanova.[14][15] This separation allowed Kellanova to focus exclusively on snacks, streamlining operations and accelerating innovation for brands like Cheez-It.[14] On August 14, 2024, Mars, Incorporated announced its agreement to acquire Kellanova for $35.9 billion in cash, a deal expected to close toward the end of 2025 pending regulatory approvals, which would further integrate Cheez-It into Mars's expansive portfolio of confectionery and snack brands.[16][17] As of November 2025, the acquisition remains under review by authorities, including the European Commission.[18]International Expansion
Cheez-It, originally a U.S.-centric brand since its inception in 1921, maintained a domestic focus for nearly a century before pursuing international markets in the 2020s. The brand's first major expansion occurred in Canada in January 2020, when Kellogg Canada introduced Cheez-It Baked Snack Crackers nationwide in supermarkets and grocery stores. Initial offerings included Original and Hot & Spicy flavors for the standard Cheez-It line, alongside Sharp White Cheddar and Zesty Cheddar Ranch for the rippled Cheez-It Crunch variety, all featuring 100% real cheese baked into each square. Localized packaging incorporated bilingual English and French labeling to comply with Canadian regulations, while marketing emphasized the snack's cheesy crunch to appeal to local consumers in a market dominated by established crackers and chips.[19][20] Building on this foothold, Cheez-It entered Australia in April 2024, targeting the competitive savory snack sector valued at over AUD 2 billion annually. The debut featured Cheez-It Snap'd, a thinner, crispier variant made with 100% real cheese, available exclusively at Woolworths supermarkets to capitalize on the demand for bold, portable snacks. Marketing highlighted the product's "cheesy crunch" to differentiate it from local favorites like Tim Tams and Twisties, positioning it as an indulgent yet accessible import in a market where cheese-flavored snacks hold a 15% share. This launch marked Cheez-It's first foray into the Asia-Pacific region beyond North America, with initial distribution focused on major urban centers to test consumer response. In October 2024, Cheez-It expanded further in the region with the launch of Snap'd in New Zealand, available in major retailers and emphasizing the brand's cheesy appeal to local snack enthusiasts.[21][22][23] In September 2024, Cheez-It expanded into Europe with launches in the UK and Ireland, supported by a nearly $20 million integrated campaign created by Leo Burnett. The rollout introduced reformulated Cheez-It Snap'd products tailored to regional preferences, including an extra-thin crispy texture, reduced sodium and saturated fat levels, and flavors such as Double Cheese, Cheese & Chilli, and Cheese, Sour Cream & Onion—reflecting a 23% growth in spicy snack demand across Europe from 2019 to 2023. Available initially in major retailers like Tesco and Spar, the campaign's "Cheez-hit? Cheez-It" tagline ran across TV, out-of-home, social media, and radio, stressing the use of 100% real cheese to stand out against traditional crisps like Walkers. This entry addressed challenges in adapting to European tastes for lighter, less intense profiles compared to U.S. versions, while leveraging the brand's global billion-dollar status for credibility.[24][25][26] These expansions have faced hurdles such as navigating varying regulatory standards on sodium and allergens, as well as competing with entrenched local brands, but early indicators show promise through targeted adaptations. In Canada, post-launch innovations like the 2020 "Connoisseurs" campaign built on initial success by engaging food enthusiasts, contributing to steady category growth. The pending Mars acquisition of Kellanova, announced in August 2024 and expected to close toward the end of 2025, is projected to accelerate international sales by integrating Cheez-It into Mars' global distribution network, potentially boosting snacking revenue by 20-25% in new markets through enhanced supply chains and marketing synergies.[27][16]Product
Description and Characteristics
Cheez-It Original snack crackers are approximately square-shaped, measuring about 1 inch (25 mm) on each side, with rigid edges and a central hole that aids in baking and distinguishes their design.[3][28] Despite their compact form, they are engineered for single-bite consumption, making them ideal for quick snacking.[28] The crackers feature a golden-orange hue primarily derived from real cheese and annatto extract, contributing to their appetizing appearance.[29] Their baked texture is notably crispy and light, resulting from a low-moisture composition that ensures a satisfying crunch with every bite.[28] This shelf-stable quality enhances their portability, allowing consumption without refrigeration for up to approximately 11 months when unopened.[30][31] Sensorily, Cheez-It Original delivers an intense cheddar cheese flavor balanced by a touch of saltiness, evoking a bold yet harmonious taste profile suited for standalone enjoyment or pairing with dips.[28] A standard serving consists of about 27 crackers, equivalent to 30 grams or roughly 1 ounce, providing a convenient portion for versatile snacking occasions.[29]Ingredients and Nutrition
Cheez-It Original Snack Crackers are primarily composed of enriched flour (wheat flour, niacin, reduced iron, thiamin mononitrate [vitamin B1], riboflavin [vitamin B2], folic acid), vegetable oil (soybean and palm oil with TBHQ for freshness), cheese made with skim milk (skim milk, whey protein, salt, cheese cultures, enzymes, annatto extract color), salt, paprika, yeast, paprika extract color, and soy lecithin.[29] The product contains allergens including wheat, milk, and soy ingredients.[29] While the original variety does not include whole grains, certain other Cheez-It types incorporate 9–13 grams of whole grains per serving. Nutritional information is based on a serving size of 27 crackers (30 grams), providing the following profile:| Nutrient | Amount per Serving | % Daily Value |
|---|---|---|
| Calories | 150 | - |
| Total Fat | 8 g | 10% |
| Saturated Fat | 1.5 g | 8% |
| Trans Fat | 0 g | - |
| Cholesterol | 0 mg | 0% |
| Sodium | 230 mg | 10% |
| Total Carbohydrate | 17 g | 6% |
| Dietary Fiber | <1 g | 2% |
| Total Sugars | 0 g | - |
| Added Sugars | 0 g | 0% |
| Protein | 3 g | - |
| Vitamin D | 0 mcg | 0% |
| Calcium | 30 mg | 2% |
| Iron | 1 mg | 4% |
| Potassium | 30 mg | 0% |