As football season approaches, one of Chicago’s most recognizable snack brands is bringing the flavor of the sports bar directly to the cracker aisle. Cheez-It, part of Chicago-based Kellanova, has partnered with Coors Light for the first beer brand collaboration in the cracker’s history, introducing Cheez-It Coors Light Beer Cheese flavored crackers.
Beer. Flavored. Crackers.
The limited-edition snack is designed to capture the taste of a classic beer cheese dip without requiring fans to reach for a bowl. Made with 100% real cheese, the crackers feature savory beer cheese flavor with tangy notes and toasted spices aimed squarely at tailgates, watch parties and fall gatherings.
“Our obsessed fans are constantly looking for bold new ways to enjoy Cheez-It, and we had the golden opportunity to bring one of America’s favorite dips to life in a whole new way,” said Nicole Sorensen, Vice President of Marketing for Cheez-It.
The collaboration also marks a first for the iconic cracker brand, which has never previously partnered with a beer company despite beer cheese being a longtime staple of sports bars and game-day spreads.
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For Coors Light, the partnership extends the brand beyond the cooler into the snack aisle. “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 flavors to life in a real-deal beer cheese flavored snack just made sense,” said Matt Carpenter, Vice President of Marketing for the Coors Family of Brands.
The launch continues the growing trend of consumer brands teaming up to create limited-time products that generate buzz both in stores and across social media. In recent years, food and beverage collaborations have become a popular way for established brands to tap into each other’s fan bases while creating collectible, seasonal offerings.
Cheez-It Coors Light Beer Cheese-flavored crackers will begin appearing at retailers nationwide in August for a suggested retail price of $4.99 per box, while supplies last.
