Cheez-it Grooves Innovation

Kellogg tapped us to help them find growth opportunities for their Cheez-it brand via new product innovations. The most important step in our work was identifying a behavioral insight based on ethnographic research of consumers eating salty snacks.

We identified a key behavior of salted snack chip eaters, which the current Cheez-it products did not deliver on. That behavior was potato chip eaters dipping chips their chips into various sauces and dips, suggesting a desire for a more multi-sensory, impactful flavor experience.

With this insight in hand, we led the Kellogg team in an immersive, experiential ideation process that identified a number of potential avenues for Cheez-it to deliver on the desired eating experience. We articulated and visualized the initial concept of a thin, crispy Cheez-it with waves that could hold more intense flavorings. This product concept led to the launch of the highly successful Cheez-it Grooves line.