Cheez-Its, one could argue, need no improvement. They’re crunchy, salty, cheesy, bite-sized crackers you can eat by the dozen — honestly, what more could you ask for? But Cheez-It has been full of innovation in its square little space. The brand has expanded its cheese flavors from white cheddar to parmesan and pepperjack, they’ve gone big (literally), they capitalized on the appetite for the rare-and-beautiful extra-toasted crackers, they’ve teamed up with Pizza Hut for a stuffed version and chef Stephanie Izard on a cake, and perhaps most ingeniously, they’ve sold Cheez-It crackers and wine in the same box.
But today, the folks behind Cheez-It announced they’re giving these snacks a whole new dimension, introducing Cheez-It Puff’d. The fluffier take on the standard Cheez-It is about the same size as their average cracker. According to the brand, it “starts with a cheesy, crunchy outside layer and transforms into a melt-in-your-mouth, indulgent taste for an absurdly uplifting snacking experience.” (Not to oversell it or anything!)
Cheez-It Puff’d snacks are also described as “poppable” so this experience might be closer to munching on popcorn or your favorite cereal rather than savoring each and every cracker as the salty side hits your tongue (we all do that, right?). To that end, Puff’d snacks come in resealable bags, not boxes, and will be available in three flavors — Double Cheese, White Cheddar, and Scorchin’ Hot Cheddar.
“Our Cheez-It Original crackers are a tried-and-true snacktime classic beloved by the whole family,” Erin Storm, senior marketing director of Cheez-It, said. “We know families are constantly seeking new ways to boost snacktime and afternoon fun, and Cheez-It Puff’d delivers just that. This puffy and airy Cheez-It transformation is the perfect way to unlock a surprisingly uplifting snacktime experience the whole family is sure to enjoy.”
If you’re already getting hungry, hang on: Cheez-It Puff’d will start appearing on store shelves in February.
Source: Food and Wine