HUGE BREAKING NEWS FROM THE FOLKS AT CHEEZ-IT CORP!!
I was stocking up on provisions earlier today and noticed a brand new product line extension off the Cheez-It snack platform. They've launched a new version called "Cheez-It SNAP'D". I can understand why they'd hold off on the launch of this product so as to not interfere with the attention and pageantry of the bowl game, especially because this product is notable in a variety of ways. They clearly wanted to keep attention focused on the game first and then later work their way into a launch of a major new product.
First, the SNAP'D product comes in a bag, breaking a long tradition of Cheez-It snacks that come in a box. In fact, all previous extensions off the platform (Grooves, DUOZ, Big, etc) all come in a box. So the packaging says "this is a brand new concept that you need to take seriously."
It's also notable because this is the first product that moves away from the familiar square shape. Every other product concept, including the Groooves and the Big have always remained consistent to the square format. The SNAP'D product however has adopted a parallelogram shape, indicating some innovation on manufacturing front as well. But are consumers really craving parallellogram-shaped snacks?
My local source for rations only had one variety, the Double Cheese but am internet search reveals that the SNAP'd also comes in other varieties including White Cheddar & Bacon, Jalapeno Jack and the rather exotic sounding Cheddar, Sour Cream and Onion.
The premise of this product and the selling proposition appears to be that it's thinner and more chip-like (thus the chip-like bag) than the typical Cheez-It. I suspect that the boys at Cheez-It HQ are seeing data showing greater potential sales growth in the chip category than the cracker category. Sadly, this product misses on both counts. Like the Cheez-It Groove innovation; this doesn't work for me and makes me think the are simply trying too hard to grow the product via sub-par product line extensions. The SNAP'd lacks both the appeal of a chip and the familiar, long-proven delicious flavor of a basic Cheez-It. It strikes me as a simple case of trying too hard and wandering too far from your core. I respect innovation but not innovation for its own sake.
Overall, I give the product a C-. I suspect that by the the next Cheez-It Bowl is played, this new product will be long gone from the shelves.