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Cheez-It is partnering with Coors Light to launch a limited-edition beer cheese-flavoured cracker ahead of the US football tailgating season.
The new Cheez-It Coors Light Beer Cheese-flavoured crackers are baked with 100% real cheese and are designed to replicate the taste of a classic beer cheese spread. The product features a savoury and tangy sauce profile alongside toasted spices.
The collaboration marks the first partnership between Cheez-It and a beer brand, as the snack brand looks to tap into the connection between snacking and sporting occasions.
Nicole Sorensen, vice president of marketing for Cheez-It, said: “Our fans are constantly looking for bold new ways to enjoy Cheez-It, and we had the golden opportunity to bring one of America's favourite dips to life in a whole new way.”
The limited-edition product is positioned as a snack for the transition from summer barbecues to autumn football tailgates, combining the familiar flavour profile of beer cheese with Cheez-It's established cracker format.
Matt Carpenter, vice president of marketing, Coors Family of Brands, said: “Fans already love reaching for a cold Coors Light when they're snacking on game day, so finding a way to bring our crisp, refreshing beer flavours to life in a real-deal beer cheese flavoured snack just made sense."
Carpenter continued: “Cheez-It was the perfect partner to help pull this off. Made with 100% real cheese, their crackers are the ultimate canvas to capture our crisp, clean notes in a baked-to-perfection way, elevating the entire tailgating experience.”
The Cheez-It Coors Light Beer Cheese-flavoured crackers will be available at retailers across the US from August, with a suggested retail price of $4.99 per box. The product will be available while supplies last.
The collaboration brings together Cheez-It, owned by Mars following its acquisition of Kellanova, and Coors Light, part of the Molson Coors Beverage Company portfolio.
