USA- Fast food restaurant chain Taco Bell has announced a partnership with Kellanova to release two products under Kellanova’s Cheez-It brand: the Big Cheez-It Tostada and the Big Cheez-It Crunchwrap Supreme in a move meant to expand the fast food chain’s product portfolio and market the Cheez-It brand.
The new products are 16 times larger than the standard Cheez-It cracker and will be on shelves in mid-June.
The partnership continues the two companies’ collaboration, which started in 2022 after the two companies tested the Big Cheez-It Tostada and the Big Cheez-It Crunchwrap Supreme for a limited time in a single Taco Bell location.
The collaboration follows an ongoing trend in the food industry. Many food companies have turned to fast-food companies to find novel ways to generate buzz and increase the utility of their products.
The fast food chain has also partnered with PepsiCo to list the beverage company’s Doritos and Fritos on some of its menus. Friendly’s recently launched its Doritos cool Ranch Chopped Cheese Burger. KFC also introduced a crispy chicken filet with Cheetos sauce.
In January, Taco Bell partnered with Kraft Heinz on Cravings Kits, a pair of meal kits to help customers make home products.
In the statement, Kellanova hailed the move as a response to the high demand for innovative products in the food industry. Listing the Cheez-It brand as part of Taco Bell’s menu options will help elevate the snack brand and further broaden its audience.
Jessica Waller, Kellanova’s GM, said, “Cheez-It has always been about more than just snacking — it’s about elevating cheese to new heights for salty snack lovers with an obsession for cheese and an appetite for excitement.”
“Teaming up with Taco Bell has been an incredible experience for Kellanova to bring the Cheez-It passion for cheesy flavor and fun into new culinary territories.”
The move is expected to further enhance Cheez-It’s strong showing in the market. According to Kellanova’s annual reports, the brand posted US$1.4 billion in net sales. The partnership allows aggressive marketing of the brand while at the same time satisfying the market’s demand for innovative products.
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