Kellogg's Convenience Team Spices Up Cheez-It Packaging

Refreshes callouts, imagery; launches Cereal-in-a-Cup Olympic promotion

ELMHURST, Ill. -- Kellogg's Convenience Team has introduced new packaging for Cheez-It Snack Mixes to more accurately reflect the product inside, the company said.

With taste being the No. 1 reason consumers choose a snack food, according to NPD's "Eating Patterns in America," Kellogg's said that it hopes that the new flavor callouts and imagery will appeal to shoppers by helping them better identify the product and snack flavors.

All five flavors come six pouches per case and feature a peg hole for easy hanging.

In other company news, leveraging excitement for the London 2012 Olympic Games, the Kellogg's Convenience Team has introduced the U.S. Olympic Instant Win Game on Kellogg's Cereal-in-a-Cup packages.

The new on-pack promotion will be in market from April to August 2012 on specially marked packages of Kellogg's Cereal-in-a-Cup in 13 different flavors.

The promotion's grand prize is a trip for four to the U.S. Olympic Training Center in Colorado Springs, Colo. Winners will be immersed in an Olympic-themed training adventure that includes on-campus accommodations, sports demonstrations, VIP facility tour, autograph and photo sessions with athletes, USA merchandise and more.

Consumers can text a code found on specially marked Cereal-in-a-Cup packages, scan a QR code or log on to and enter online.

Battle Creek, Mich.-based Kellogg Co. is a leading producer of cereal, snacks and frozen foods. With 2011 sales of more than $13 billion, its brands include Cheez-It, Coco Pops, Corn Flakes, Eggo, Frosted Flakes, Kashi, Keebler, Kellogg's, Mini-Wheats, Pop-Tarts, Rice Krispies, Special K and more.

Kellogg's Convenience Team is based in Elmhurst, Ill.