Corporate & U.S. News

Mar 25, 2004
Kellogg Company Puts a New Twist on Cheez-Itwith the Launch of Cheez-It Crackers

BATTLE CREEK, Mich. - For the first time in more than 80 years, Cheez-It crackers have changed shape as the Kellogg Company adds a new "twist" to its popular cracker. Arriving just in time for end-of season college basketball gatherings, Cheez-It Twisterz crackers' entry represents the biggest new product launch for the brand in the crackers' history.

Cheez-It Twisterz crackers put a new spin on Cheez-It crackers by twisting two flavors and adding a bold crunch. The new flavors - Cheddar & More Cheddar and Hot Wings & Cheesy Blue - are sure to be a hit. Adding to the existing product line of such flavors as Cheez-It Cheddar Jack and Cheez-It White Cheddar crackers, Cheez-It Twisterz crackers offer great new tastes and unique flavors to many snackers.

"Building on the success of Cheez-It crackers, Kellogg is pleased to bring consumers Cheez-It Twisterz crackers and meet their desire for delicious, baked cheese snacks," noted Jenny Enochson, director of marketing communications for Kellogg Company. "Just in time for college basketball season parties, individuals can root for their favorite team while crunching Cheez-It Twisterz crackers with their friends and family."

The fun shape of Cheez-It Twisterz crackers is not the only thing that is new for Cheez-It crackers. Kellogg felt the unique food deserved its own creative packaging. The product's eye-catching, cube-shaped box will surely stand out in the cracker aisle.

Complementing the popularity of the Cheez-It crackers advertising and marketing campaign, Kellogg is unveiling advertising that speaks to the identity of the brand and bold personality of the new product. Other support for the product launch includes point of sale materials such as at-shelf and grocery cart advertisements, as well as branded Cheez-It Twisterz crackers displays.

Cheez-It Twisterz crackers will be available nationwide in April for a suggested retail price of $3.49 per 13.0 ounce box.

ABOUT KELLOGG COMPANY With 2003 sales of nearly $9 billion, Kellogg Company is the world's leading producer of cereal and a leading manufacturer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts and ice cream cones. The company's brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr's, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg's web site at www.kelloggcompany.com.