Cheez-It is leveraging America’s protein craze with its latest innovation.
The Mars-owned brand is introducing Cheez-It Protein Original, which has 7 grams of protein while maintaining the cracker’s signature cheesy, crunchy and salty flavor profile. The offering, which reaches shelves in October, is designed to give consumers a new way to enjoy the popular cracker while boosting their protein intake.
“We’re always looking for new ways to innovate with Cheez-It,” Nicole Sorensen, vice president of marketing for Cheez-It, said in a press release. “This new offering brings their needs together in one delicious cracker, delivering 7g of protein per serving alongside the bold, cheesy flavor and satisfying crunch of Cheez-It.”
Nearly half of U.S. adults are seeking to get more protein in their diets, according to Circana’s Eating Patterns in America report.
It’s also the top product attribute consumers want in snacks, an Innova Market Insights report found last year. The data showed 63% of people looked for protein in their snacks.
Inflation-weary shoppers are cutting back on spending, and an uptick in GLP-1 use has led to a pullback in food consumption, including snacks. Adding protein to mainstream brands provides companies with a way to not only remain competitive, but rejuvenate sales by heightening the value proposition of their snacks with functional ingredients.
The Campbell’s Company last week said it would add protein to Goldfish, joining PepsiCo’s Doritos, Kraft Heinz’s Mac & Cheese, J&J Snack Foods’ Super Pretzels and Mars’ Eggo waffles in launching extensions with the nutrient.
