Cheez-It Extra Toasty is a beloved snack cracker known for its extra toasted flavor. But when exactly did this popular variety of Cheez-It first hit store shelves? Let’s take a look at the history behind Cheez-It Extra Toasty to find out.
The History of Cheez-It
To understand when Extra Toasty came out, we first need to go back to the beginnings of Cheez-It itself. Cheez-It was invented in 1921 by a company called Green & Green, which was later acquired by Sunshine Biscuits. The original Cheez-It cracker was a simple, bite-sized snack made with whole wheat and cheddar cheese.
In the 1930s, Sunshine Biscuits was acquired by Keebler Company, which then marketed Cheez-It as a complement to soups and salads. A savory, toasted flavor was something that set Cheez-It apart from other crackers at the time.
Keebler owned Cheez-It until 1996, when the brand was sold to Kellogg’s. Under Kellogg’s leadership, Cheez-It continued to grow in popularity and became the top selling brand of cheese crackers. Many new varieties were introduced over the years, often capitalizing on the signature toasted taste.
The Debut of Cheez-It Extra Toasty
In light of Cheez-It’s history, Kellogg’s launched Cheez-It Extra Toasty in 2008. It joined other flavors like White Cheddar, Whole Grain, and Cheddar Jack. However, Extra Toasty was the first variety specifically focused on amping up the baked-in flavor that fans loved.
The launch of Extra Toasty Cheez-It was announced by Kellogg’s with a press release on May 5, 2008. Kellogg’s promoted it as having 50% more toasted flavor thanks to extra time spent in the oven. It quickly became a popular choice for Cheez-It fans, catering to those who craved an even toastier and crunchier snack.
Original marketing slogans for Cheez-It Extra Toasty included phrases like “Toasted to the extreme” and “Twice toasted for an extra satisfying crunch.” Commercials featured the fictional “Toastmaster” character, a chef dedicated to the ultimate toasted snack.
Extra Toasty’s Popularity Over the Years
Since its debut in 2008, Cheez-It Extra Toasty has become a pantry staple for many households and remained one of the brand’s top sellers. Here’s an overview of its popularity and growth over the years:
| Year | Milestone |
|---|---|
| 2010 | Extra Toasty Cheez-It sales surpass $100 million |
| 2013 | Special Duoz variety released combining Extra Toasty with White Cheddar |
| 2016 | Extra Toasty Cheez-Its made up 14% of Cheez-It’s total sales |
| 2019 | Grown to be the 2nd most popular Cheez-It flavor behind original cheddar |
| 2021 | Featured in a Cheez-It “Battle of the Crunch” ad campaign |
Today, Extra Toasty continues to have a strong presence on store shelves after over 15 years on the market. It remains a go-to choice for Cheez-It fans who want that extra satisfying toasted flavor.
Reasons for Extra Toasty’s Ongoing Popularity
There are several key factors that have contributed to the lasting success of Cheez-It Extra Toasty:
Capitalizing on Existing Brand Equity
Cheez-It already had a reputation for toasted flavor. Extra Toasty gave fans even more of what they loved about the original.
Focused Marketing Campaign
From the Toastmaster to “Battle of the Crunch,” clever marketing kept Extra Toasty top of mind for consumers.
Consumer Trend Towards Bolder Flavors
As consumer tastes evolved to favor bolder flavors, Extra Toasty was perfectly positioned to deliver on this preference.
Limited Competition in Segment
Very few other cracker brands offered a similarly intense toasted flavor profile.
Innovation Within Core Brand
Extra Toasty expanded Cheez-It’s portfolio while still being recognizable as Cheez-It.
Cheez-It Continues to Innovate
The success of Extra Toasty spurred Cheez-It to continue innovating within its core brand. Some examples include:
Hot & Spicy
Launched in 2009, this variety adds a kick of heat and chili pepper to the classic Cheez-It.
Natural White Cheddar
Released in 2020, made with no artificial colors, flavors, or preservatives.
Snap’d
Thinner, crispier version of Cheez-It released in 2019.
Puff’d
Air puffed Cheez-It snack with a lighter texture, launched in 2021.
The impact of Extra Toasty can be seen in these new products that aim to put a fresh twist on the core Cheez-It formula. The brand continues to evolve, but Extra Toasty remains one of its most iconic varieties.
The Future of Extra Toasty
What does the future look like for Extra Toasty Cheez-It? Given its past success, fans can likely expect to keep seeing their beloved extra toasted snack on store shelves for years to come. Some possibilities include:
More Limited Edition Flavors
Combinations like Extra Toasty & White Cheddar Duoz will probably continue to be released as special varieties.
Innovations in Ingredients
Potential for grain-free or gluten-free versions catering to dietary preferences.
Marketing Partnerships
Collaborations with brands that align well with Extra Toasty’s flavor profile.
Recipe Development
Expanded usage of Extra Toasty in recipes, like Cheez-It crusted chicken or baked casseroles.
Fans will have to wait and see what’s next for the beloved Extra Toasty Cheez-It. But its innovation within the Cheez-It brand will likely continue to shape the future of this product we’ve loved since 2008.
Conclusion
Cheez-It Extra Toasty first appeared on the snacking scene back in 2008, aiming to meet consumer demand for an even toastier and crunchier cracker. Its focused marketing and capitalization on Cheez-It’s existing brand equity led to ongoing popularity. While other new varieties have since come out, Extra Toasty remains a top seller that delivers on its promise of extreme toasted flavor. After over a decade of success, it’s clear this extra crunchy snack has cemented itself as a Cheez-It icon.