--- title: Everyone loves Cheez-It - The Hustle description: How a 101-year-old cracker brand is a leading brand for Kellogg. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/254942217-HS-News-Brief_2022-11-16T012738.059Z.webp --- # Everyone loves Cheez-It ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: November 16, 2022 Updated: October 11, 2023 The humble Cheez-It: salty, flaky, flavored with real cheddar cheese, perfect in its simplicity. ![Everyone loves Cheez-It](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/254942217-HS-News-Brief_2022-11-16T012738.059Z.webp?width=595&height=400&name=254942217-HS-News-Brief_2022-11-16T012738.059Z.webp) The crackers generate [$1B](https://www.adweek.com/commerce/kelloggs-dtc-cheez-it/) in annual sales, and have become a top bet for owner Kellogg, [per](https://www.fooddive.com/news/cheez-it-growth-kellogg-snacking-company-split/636404/) *Food Dive.* #### **Wait, doesn’t Kellogg do cereal?** Sure, but cereal sales have waned as consumers shift to on-the-go breakfasts. Kellogg’s snacks division — which includes Pringles, acquired for $2.7B in 2012 — comprised 80% of its $14.2B sales in 2021. In June, Kellogg announced it had split into [three companies](https://www.cnbc.com/2022/06/21/kellogg-to-split-into-three-independent-companies.html): cereals, snacks, and plant-based foods. Now, Kellogg’s Global Snack Co. focuses and innovates on its portfolio, and Cheez-It is ripe for remixes. There’ve been 40+ iterations over time, with 13 current varieties including Snap’d, Puff’d, and White Cheddar. #### **Cheez-It is time-tested** In the 19th century, Dr. William W. Wolf’s Wolf Bakery Company in Ohio made crackers believed to have health benefits, [per](https://www.smithsonianmag.com/innovation/brief-history-cheez-it-180977777/) *Smithsonian* magazine. After his death in 1897, J.W. Green and his son Weston purchased the company, renaming it Green & Green. The Greens trademarked the Cheez-It in 1921, marketed as “baked rarebit.” ([Rarebit](https://en.wikipedia.org/wiki/Welsh_rarebit) is melted cheese on toast.) Green & Green changed hands and names several times throughout the 20th century before being acquired by Keebler in 1996, which Kellogg acquired in 2001. **Fun fact:** For Cheez-It’s 100th birthday, [Goldbelly](https://www.goldbelly.com/sugargoat-by-stephanie-izard/cheezit100cake) made a limited-edition Cheez-Itennial Cake. 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