CHICAGO — Kellanova’s cheesy cracker brand is bringing a familiar mascot out of retirement for this year’s Cheez-It Citrus Bowl, scheduled for Dec. 31.

As the top college football teams from the Big Ten and Southeastern Conference battle it out, Prince Cheddward will join Ched-Z to provide consumers with in-game surprises and experiences connecting them with the Cheez-It brand.

“Prince Cheddward’s return proves one thing: when Cheez-It fans crave something, their passion has the power to make it happen,” said Cara Tragseiler, senior brand director for Cheez-It. “Prince Cheddward is an icon in the college football community, becoming an instant internet sensation and inspiring a meme-fueled craze when he first made his debut in 2021.”

Consumers can witness the spectacle live on ABC at 3 p.m. ET. Last year, Kellanova placed its toaster pastry brand in the spotlight with the Pop-Tarts Bowl, which featured the unveiling of Frosted Cinnamon Roll as a mystery mascot flavor.

“This is more than a comeback; it’s a tribute to the incredible fans who bring college football to life,” Tragseiler said. “Bowl season is all about high-stakes rivalries, community spirit and larger-than-life pageantry, and Cheez-It is here to amplify that energy with unforgettable game day fun.”