Cheez-It's Latest Cracker Has A Whole New Look
Cheez-It, those square, bite-sized, crispy cheese crackers, have been a staple of lunch boxes, get-togethers, and late-night snacking for years — 100 years to be exact. In those years, they have branched out with new flavors, a stuffed Cheez-It "pizza," in collaboration with Pizza Hut (via Thrillist), and even wine pairings that bring Cheez-It crackers and different wines together in the same package (via Food & Wine).
As Smithonsian Magazine wrote to celebrate the snack's hundredth anniversary, when it was introduced in 1921, Cheez-it was so novel — both in name and concept — that it had to market itself as "baked rarebit," which is melted cheese over toasted bread. "Welsh Rarebit, at its most basic form, is essentially a cheese sauce spread on toast, living history specialist Rachael Spears, told Smithsonian. "Some 19th-century English recipes specifically call for cheddar cheese. To this day, Cheez-It still advertises 100-percent real cheese, which draws a connection to its rarebit roots."
The Cheez-It may be 100 years old, but it's still looking ahead.
Fans are excited about the new version
On January 20, Kellogg's, Cheez-It's parent company, announced yet another new take on the cracker: a puffy version called Cheez-It Puff'd. According to a company press release, the new Cheez-It Puff'd crackers are basically airy versions of the original Cheez-It, down to the crunchy exterior. "As the newest take on your favorite snack cracker, Cheez-It Puff'd starts with a cheesy, crunchy outside layer and transforms into a melt-in-your-mouth, indulgent taste," the company touts.
The new Cheez-It Puff'd crackers come in Double Cheese, White Cheddar, and Scorchin' Hot Cheddar flavors.
We'll have to see if the new puffy versions live up to the hype, but Cheez-It took to social media to announce its new creation, and based on reactions, people are excited to try them. For a brand pumping out twists on a century-old formula, that's a pretty good response.
Interested shoppers can expect them to hit shelves in February.