Raise a glass to Extra Toasty Cheez-Its!
July 26, 2019
Food Dive – What is better than wine and cheese?
House Wine and Kellogg have put the two together — with a twist.
Just in time for a picnic with cheese that won’t melt, the companies have made a box that is half Kellogg’s Cheez-It crackers and half a variety of House Wine.
There are three combinations, custom curated by the vintner’s winemaker Hal Landvoigt to highlight the flavors in both the beverage and the crackers.
The pairings, which Landvoigt said in a statement appeal to palates ranging from crisp and bright to savory and spicy, include Original Cheez-Its and Red Blend, White Cheddar crackers with rosé, and Extra Toasty Cheez-Its with sauvignon blanc.
As the snack market continues to expand, with 47% of consumers eating about three or more snack foods a day, according to IRi, Cheez-It has innovated with flavors and textures to keep consumers interested.
Adding a fancy wine pairing elevates the small cheese crackers to a more indulgent place.
That could be helpful, since IRi found in its 2019 State of the Snack Industry report that the snack cracker category had actually seen a 0.9% drop in the number of products sold in 2018.
This isn’t Cheez-It’s first new product launch to reinvigorate sales. In January, the company premiered Cheez-It Snap’d Thins, slimmer crackers that more closely resemble chips than the original crackers and could have a better-for-you appeal.
Kellogg has previously launched other products designed to broaden Cheez-Its’ appeal, with chicken breast bites coated in Cheez-It cracker crumbs in 2016.
However, this is the first attempt to make the cheesy cracker a more upscale snack … Read more.