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Diving overview:
- Kellanova is expanding its cracker product lineup. The Cheez-It brand is introducing Smoked Cheddar and Smoked Gouda varieties, inspired by the growing number of viral TikTok videos showing consumers adding smoky seasoning to crackers.
- Club Crackers has also launched two new flavors. One is the Sweet Hawaiian, designed to be paired with meat and cheese. And then there’s Cinnamon Sugar Club Minis, a holiday-themed dessert snack. The product will be available for purchase this month.
- The company is doubling down on its selection of new snack launches to ensure cash-strapped consumers can continue to purchase its products.
Dive Insights:
Kellanova has long been a leader in the snack category, even before transitioning into a snack specialty business. Two months after announcing it had agreed to be acquired by candy giant Mars for nearly $36 billion, the company is focusing on leveraging its well-known brand name to expand its market share.
Fueled by a social media trend, the Smoked Cheez-It variety was created to offer a bolder, richer flavor of the classic snack, the company said in an email. The smoked cheddar version has notes of hickory and oak smoke along with onion notes, while the smoked gouda version has nuts and maple smoke flavors.
Cheez-It, a billion-dollar brand, is one of Kellanova’s most profitable product lines, and growth is a key part of its snacking strategy. Kellanova has launched other unique flavors and formats over the past two years, including Cheez-It Puff’d in 2022 and a collaboration with Hidden Valley Ranch earlier this year. A variety of crackers also appeared in Taco Bell’s Crunchwrap burrito this summer.
Club Crackers are also a snack growth target for Kellanova. Earlier this year, we teamed up with sweet heat condiment maker Mike’s Hot Honey to introduce a “savory” Club Crisps variety.
Carrie Foose, director of brand marketing for Club Crackers, said the brand wanted to create a new variety designed to be served at gatherings.
“Like your favorite Hawaiian rolls, Club® Sweet Hawaiian Crackers are incredibly versatile, whether served with creamy brie and tropical fruit for a delicious appetizer or topped with ham and Swiss cheese for a savory, slightly sweet twist. ” Foose adds that the cinnamon flavor can be incorporated into holiday desserts or served with dips.
