Cheez-It and Pringles are two powerhouse snack brands under the umbrella of Kellanova, a global leader in the convenience foods industry. Headquartered in Battle Creek, Michigan, both brands are synonymous with flavor innovation, snack culture dominance, and billion-dollar revenue performance. With a combined portfolio that spans baked crackers to stacked crisps, Cheez-It and Pringles represent a significant portion of Kellanova’s snack division revenues and are widely distributed across more than 140 countries.
Core Business
The core business of Cheez-It and Pringles lies in the manufacture, branding, and distribution of ready-to-eat salty snacks. While Cheez-It specializes in cheese-based baked crackers, Pringles revolutionized the snack industry with its unique saddle-shaped, stackable potato crisps. Both brands are produced in multiple manufacturing facilities in North America and globally, enabling wide-scale availability through retail, e-commerce, and foodservice channels.
These brands operate within Kellanova's Snacks Division, contributing significantly to the company’s growth strategy by targeting consumer snacking occasions across lunchboxes, road trips, gaming, and social gatherings.
Product and Service Offerings
Cheez-It Portfolio:
- Original & Classic Flavors: Original, White Cheddar, Pepper Jack, Cheddar Jack, Hot & Spicy, Extra Toasty, Extra Cheesy
- Grooves: Sharp White Cheddar, Zesty Cheddar Ranch, Scorchin' Hot Cheddar
- Snap’d: Double Cheese, Jalapeño Jack, Cheddar Sour Cream & Onion, Barbecue
- Duoz: Sharp Cheddar & Parmesan, Bacon & Cheddar, Jalapeño & Cheddar Jack
- Puff’d: Cheddar Cheese, Double Cheese, White Cheddar
- Snack Mix: Classic, Double Cheese, Sweet & Salty
- Multipacks and Variety Packs for convenience and on-the-go snacking
Pringles Portfolio:
- Classic Flavors: Original, Sour Cream & Onion, BBQ, Cheddar Cheese, Pizza, Ranch
- Bold Varieties: Jalapeño, Salt & Vinegar, Honey Mustard, Buffalo Ranch, Screamin' Dill Pickle
- Scorchin' Range: Scorchin' Chili & Lime, Scorchin' BBQ, Scorchin' Cheddar
- Wavy Series: Wavy Classic Salted, Fire Roasted Jalapeño, Sweet & Tangy BBQ
- Limited Editions and international exclusive flavors add to the appeal
Specialisation and USP
- Cheez-It: Baked with 100% real cheese, known for its crisp texture and bold cheese flavor across a range of shapes and snack types.
- Pringles: Unique stackable crisps made from a dehydrated potato blend and packaged in iconic cylindrical cans that prevent breakage and staleness.
Both brands share:
- Innovative Flavor Development: Regular new launches, seasonal offerings, and collaborations (e.g., Pringles x Wendy’s Baconator flavor)
- Memorable Marketing Campaigns: Humorous and culturally relevant brand personalities
- High Shelf Visibility: Through vibrant packaging and retail planogram dominance
Financial Strength
Both Cheez-It and Pringles are billion-dollar brands under Kellanova, which reported $13.8 billion in net sales in FY2023. According to Nielsen and IRI retail data:
- Cheez-It generated over $1.1 billion in U.S. retail sales in 2023
- Pringles surpassed $2.5 billion in global retail sales across 2022–2023
- Pringles is the second-largest potato snack brand globally, with high double-digit market share in multiple countries
Their strong financial performance is underpinned by high repeat purchase rates and expanded consumption occasions.
Shipment and Export Records
- Pringles are produced in manufacturing hubs including Jackson, Tennessee (USA); Mechelen (Belgium); Kutno (Poland); and Johor (Malaysia) for global export.
- Cheez-It production remains primarily U.S.-based, with limited international availability via retail partnerships and online platforms.
According to Trademo and ImportYeti:
- Pringles has active shipping lanes to over 100 countries, with regular high-volume exports to the UK, Canada, Australia, Japan, and UAE
- Cheez-It exports remain focused on North America and online international sales
Target Market
- Cheez-It targets families, young adults, and Gen Z through flavor-forward, fun snacking propositions.
- Pringles appeals to a global audience, with localized flavors to match regional preferences and a strong focus on Gen Z and millennial consumers.
Both brands are marketed heavily through:
- Retail partnerships (Walmart, Kroger, Tesco, Carrefour)
- E-commerce channels (Amazon, Instacart, brand DTC sites)
- Brand activations and sports sponsorships
Capabilities
- State-of-the-art production facilities with automation and innovation lines
- In-house R&D teams for sensory and culinary innovation
- Global distribution via Kellanova’s supply chain network
- Data-driven marketing and audience analytics for hyper-targeted campaigns
Certifications and Compliance
- FDA and USDA Compliant
- HACCP and GMP certified facilities
- Allergen labeling, nutritional transparency, and recycling programs in accordance with global standards
Customer Testimonials
“Cheez-It is the only snack that tastes like real cheese. The Puff’d are a game changer.”
– U.S. Retail Customer Review, Walmart.com
“Pringles is my go-to travel snack. The packaging keeps them fresh and unbroken, and the flavors never disappoint.”
– International Shopper, Trustpilot
Major Achievements
- Cheez-It Bowl: College football sponsorship with over 4 million viewers annually
- Pringles Super Bowl Ads: Consistently ranked among the most memorable campaigns
- Top 5 U.S. Snack Brands: As ranked by Morning Consult in brand trust and purchase intent
- Cheez-It Motel Launch (2023): Immersive brand activation experience
- Pringles Global Expansion: New factories and R&D centers added in EU and Asia-Pacific
Cheez-It and Pringles continue to shape the global snack landscape through innovation, bold marketing, and an unmatched dedication to flavor and fun. As two of Kellanova’s strongest consumer brands, they reflect the company’s vision of creating better days and a place at every snacking occasion.
