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Highlights | Licensees Focus

CRUNCH PAK PAIRS WITH MINECRAFT AND CHEEZ-IT ON NEW SNACKER

29 Jun - 2023

Tags from the story: Cheez-It Snacker, Minecraft.

Crunch Pak collaborated with Minecraft and Kellogg’s to create a mini-meal snacking solution that both gaming and non-gaming enthusiasts will enjoy.

The 3.95-ounce Minecraft and Cheez-It Snacker contains sliced apples, cheese and Cheez-It crackers, and features recognizable Minecraft characters on the bright colored packaging. Crunch Pak has a licensing agreement with Minecraft and Kellogg’s, maker of Cheez-It crackers. The deal was brokered by Beanstalk, Kellogg’s global exclusive food and beverage licensing agency.

Mojang Studio’s Minecraft is one of the most recognizable video game franchises in the world. The open-world sandbox game is filled with the kind of exploration, creation, and community that appeal to adults and children alike. Minecraft also launched hundreds of streaming careers and content creators’ channels, making it one of the most-watched games of all time on streaming platforms.

Cheez-It is one of the most iconic and flavor-packed snacks on the market that is beloved by people of all ages. Made with 100% real cheese, this bold and crunchy cracker takes snacking to the next level and pairs well with cheese and apples.

This partnership allows Crunch Pak to reach a new audience and demographic beyond children, the traditional focus of its licensing program”, said Ozgur Koc, Senior Vice President, of New Business and Product Development, Crunch Pak.

The average age of Minecraft players is 24, and gender neutral”, Koc said “We like the multi-generational appeal of having Minecraft characters on our packaging. This is a great opportunity for the Minecraft community to bring the creativity of the game to their snack choices”.

The snackers will be available in mid-July at Walmart for back-to-school promotions.

Minecraft players are looking for an on-the-go snack”, Koc said. “Cheez-It crackers are an everyday favorite for parents and kids alike; pairing them with our apples and Minecraft takes snack time fun to the next level”.


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