Kellanova has expanded its cracker offerings with new flavours for its popular Cheez-It and Club Cracker brands. Cheez-It now offers smoked cheddar and smoked gouda varieties, inspired by viral TikTok trends where users enhance crackers with smoky seasonings. Club Crackers also added two flavours: Sweet Hawaiian, meant to pair with meat and cheese, and Cinnamon Sugar Club Minis, a dessert-themed snack for the holiday season. All products are now available in stores, and these new launches are part of Kellanova’s strategy to keep budget-conscious consumers engaged.
Kellanova, a key player in the snack industry, continues to expand its offerings following its transition to a snacking-only business. This move comes two months after it announced a $36 billion acquisition by candy giant Mars. The smoked Cheez-It varieties were designed to deliver a richer flavour experience, with smoked cheddar incorporating hickory and oak smoke flavours, while smoked gouda offers nutty and maple wood smoke tastes.
Cheez-It, a billion-dollar brand for Kellanova, remains a central focus of its growth strategy. The brand has introduced other unique flavours and collaborations, such as Cheez-It Puff’d in 2022 and a Hidden Valley Ranch collaboration earlier this year.
Club Crackers are also a key target for growth, with the Sweet Hawaiian and Cinnamon Sugar Club Minis aimed at enhancing snack choices for social gatherings. Carrie Foose, Club Crackers’ brand marketing director, emphasized the versatility of these new flavours, suggesting pairing Sweet Hawaiian crackers with savoury toppings and using the cinnamon variety in desserts.