Iconic US snack brand Cheez-It is set to make its UK debut this summer.

A £1bn-brand stateside, Cheez-It is a baked snack made with 100% real cheese and a combination of wheat, corn and potatoes, for an “irresistible and distinct” crispiness. Its recipe has been perfected and tweaked for European tastebuds. Its proprietary baking method bakes the snacks extra thin and crispy with curvy and crispy edges to deliver the right balance of crispy texture and authentic cheesy taste.

The UK range will comprise two flavours – Cheese & Chilli and Double Cheese – targeting the 22.8 million consumers who buy cheese-flavoured crisps across the country (Circana data). It will be available in small individual packs (65g, £1.25 PMP and 40g rrp £1.09) and larger 150g sharing bags, rrp £2.

The launch will be supported with an £18m spend from September, spanning a TV ad made especially for UK audiences, radio, out of home, sampling, PR and social. Brand owner Kellanova (the snacking arm of Kellogg’s) is also supporting retailers with dedicated pos material, including freestanding display units, to help create in-store theatre and engage shoppers.

Kellanova says it has identified an opportunity to re-engage a younger audience looking for a real cheese snack that packs a punch. Current products on the market apparently lack a true cheese flavour, which is proving a barrier to purchase for this age group (Illumination research).

Chris Silcock, Kellanova UK and Ireland managing director, said: “Great taste is the number one category driver, and we believe by launching a largescale NPD that delivers on taste, we can provide more choice to shoppers, help increase their repertoire, and drive overall category growth. That’s why we believe Cheez-It offers retailers of all shapes and sizes a compelling, differentiated product which will be backed by a heavyweight marketing plan. While this is a new product and brand here in the UK, the trade this side of the ‘pond’ can have confidence in Cheez-It – after all, it’s a billion-dollar brand in America.”