Kellanova announces entrance into European snack market

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Kellanova announces entrance into European snack market

12 Sep 2024

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

CHICAGO — Kellanova, the parent company to brands including Pringles, Cheez-It and Pop-Tarts, announced that Cheez-It snacks will be available across the pond in almost 7,000 grocery stores in the UK and Ireland.

The snack brand reformulated its Cheez-It Snap’d recipe, featuring an extra thin, crispy texture to appeal to European 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, VP of 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 US. 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.”

“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.” — Tracy Murphy | VP of Europe salty snacks | Kellanova

Kellanova attributes the Cheez-It brand’s success to continuous innovation through flavor, format and texture, along with the brand’s strategic global expansion initiatives. The brand has developed new products like Cheez-It Puff’d and Snap’d in seven countries, including Canada, Brazil, Mexico and Australia.

The snacks’ debut in the UK and Ireland was supported by a $20 million integrated marketing campaign spanning TV, social media, radio and OOH.

Kellanova also surveyed 2,000 European adults who consume cheese and found that one in five consumers eat cheese at least once a day, with 46% admitting it’s an active part of their daily diet. The survey also found that Europeans prefer crispy and baked textures, which solidified Kellanova’s position to enter European snack shelves with Cheez-It.

“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, VP, Europe R&D for 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.”

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