Cheez-It introduced a new Loaded Popcorn that makes a great addition to at-home movie nights. With families being unable to go to movie theatres during the pandemic, the brand released a cheesy flavored popcorn that replicates the ones found at the cinema.
The Cheez-It Loaded Popcorn is made with 100 percent real cheese and comes in two flavors: Cheez-It Loaded Cheddar Popcorn and Cheez-It Loaded White Cheddar Popcorn.
“Even though our Cheez-It Original crackers are a tried-and-true classic, our innovation team is always looking for new ways to bring our fans their favorite 100 percent real cheese flavor in different snack forms,” said Jeff Delonis, senior director of marketing for Cheez-It, in a statement. “When it comes to popcorn, the team knew it was due for a cheesier plot twist and delivered with their newest flavor-filled creation.”
The popcorn is being branded and introduced by rom-com actor Jesse Metcalfe. The brand is marketing this product as the snack that “perfectly complements your cheesy movie favorites and offers a new way to enjoy that Cheez-It flavor you know and love.”
Metcalfe shares his passion for cheesy movies and how the Cheez-It Loaded Popcorn compliments a cheesy movie night.
“There’s nothing quite like the feeling you get while watching a cheesy movie,” said Metcalfe, in the same statement. “With makeover montages, seemingly-unplanned-choreographed dance numbers and, of course, the promise of true love and a ‘happily ever after,’ the genre never disappoints. From pulling at my heartstrings to delighting my tastebuds, Cheez-It Loaded Popcorn is the perfect pairing for your next at-home movie screening.”
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During COVID-19, the rise of at-home popcorn sales surged, primarily because movie theaters remained closed. According to Garry Smith, the president of popcorn company Jolly Time, “in mid-March, when everybody around the country was told to stay home, the next six weeks were out-of-control crazy. During that six-week period, in very round numbers, our microwave popcorn sales grew 40 percent to 50 percent. And our raw popcorn sales to grocery stores, which comes in polyethylene bags now and in plastic jars, that business increased 70 percent to 80 percent.”
The director of demand science for Conagra brands, Ashley Lind, said that the cinema and popcorn have always complimented one another. She believes that because of the pandemic, families have been staying home and watching movies, which has made them miss the buttery flavors associated with popcorn, increasing their sales.
Despite the Kellogg Company’s success in the cracker segment, Cheez-It Loaded Popcorn faces some stiff competition from major players in the popcorn category, including Smartfood Popcorn, Angie’s Boom Chicka Pop, Skinny Pop and more.
The global popcorn market is projected to have a CAGR of 7.1 percent over the forecasted period of 2019 to 2024. Popcorn has historically been seen as a snack best enjoyed while watching a movie, but it is also a light and low-calorie snack, a realization which has enhanced the ready-to-eat popcorn category.
Nevertheless, the competitive landscape is still accepting new entrants into niche segments, which include gourmet popcorn, new and unique flavors, as well as healthy snacking popcorn. However, companies focused on expanding their product lines may have a better chance of becoming a significant competitor in the market.
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