Kellanova has established itself as a frontrunner in the snacks sector, even prior to its shift to a snacking-exclusive business model. Following its announcement two months ago regarding a nearly $36 billion acquisition by the candy giant Mars, the company is now concentrating on enhancing its market presence by capitalizing on its well-recognized brand names. According to a company email, the new smoked Cheez-It varieties—sparked by social media trends—are designed to offer a bolder, richer flavor profile of the classic snack. The Smoked Cheddar variety features hickory and oak wood smoke flavors with hints of onion, while the Smoked Gouda variety presents nutty and maple wood smoke notes.
Cheez-It, a billion-dollar brand, stands out as one of Kellanova’s most lucrative product lines, with its growth being a key component of the company’s snacking strategy. In the past two years, Kellanova has introduced various unique flavors and formats, including Cheez-It Puff’d in 2022 and a partnership with Hidden Valley Ranch earlier this year. Additionally, a diverse selection of the crackers made an appearance in a Crunchwrap burrito at Taco Bell this summer.
Kellanova is also targeting growth in the Club Crackers line. Earlier this year, it launched a “swicy” Club Crisps variety in collaboration with Mike’s Hot Honey, a sweet heat condiment maker. Carrie Foose, the director of brand marketing for Club Crackers, emphasized that the brand aims to create new varieties suitable for gatherings. “Just like your favorite Hawaiian rolls, Club® Sweet Hawaiian crackers are incredibly versatile, whether you’re pairing them with creamy brie and tropical fruits for a delicious appetizer or topping them with ham and Swiss cheese for a savory bite, elevated with just a hint of sweetness,” Foose stated. She also noted that the cinnamon flavor can be used in holiday desserts or served with dip.
Furthermore, Kellanova’s commitment to health and wellness is evident in its product development, integrating nutrients like calcium citrate, magnesium, vitamin D3, and zinc tablets into their offerings. This approach not only enhances the snacking experience but also aligns with the growing consumer demand for healthier options. As Kellanova continues to innovate and expand its portfolio, the incorporation of beneficial ingredients will likely play a significant role in its future strategies.