Latest News:
- Kellanova is introducing new flavors to its cracker lineup. Cheez-It is launching Smoked Cheddar and Smoked Gouda varieties, inspired by the popular TikTok trend of adding smoky seasonings to snacks.
- Club Crackers is also unveiling two new flavors: Sweet Hawaiian, perfect for pairing with meats and cheeses, and Cinnamon Sugar Club Minis, a festive dessert option. Both products are now available.
- The company is focusing on innovative snack releases to appeal to budget-conscious consumers.
Analysis:
Kellanova has always been a key player in the snack industry, even before its transition to a snacking-focused business. Following its recent acquisition by Mars for $36 billion, the company is expanding its market share by leveraging its well-established brands.
The new smoked Cheez-It varieties are a response to social media trends and aim to offer a more robust flavor experience. The Smoked Cheddar option features hickory and oak wood smoke with hints of onion, while the Smoked Gouda offers nutty and maple wood smoke flavors.
Cheez-It, a highly successful brand for Kellanova, is a cornerstone of its snacking strategy. The company has introduced various unique flavors and formats in recent years, such as Cheez-It Puff’d and a collaboration with Hidden Valley Ranch. Additionally, Cheez-It crackers were featured in a Crunchwrap burrito at Taco Bell this summer.
Club Crackers are also a focus for Kellanova’s snacking growth. Earlier this year, the brand launched a “swicy” Club Crisps variety in partnership with Mike’s Hot Honey, known for its sweet and spicy condiments.
Carrie Foose, the brand marketing director for Club Crackers, highlighted the versatility of the new Sweet Hawaiian and Cinnamon Sugar Club Minis varieties. Whether paired with cheese and fruit or used in holiday desserts, these crackers offer a unique sweet and savory twist.