Cheez-It is venturing into the seemingly impossible by transforming its iconic cracker into a protein-enhanced edition. Yes, an original idea—except that it isn’t entirely new. That was a touch of sarcasm; consider yourself not fooled just yet.
Anyway, back to the topic at hand. This brand-new snack promises to deliver the same bold, cheesy flavor and satisfying crunch we all love, now with 7g of protein per serving (the original contains 3g).
Still crafted with 100% real cheese, Cheez-It hopes this innovation will give fans a tasty new way to enjoy the iconic cracker while weaving protein into daily snack moments. How did they do it? Let’s take a closer look.
Our Verdict
Pros: The crackers taste remarkably like the Original Cheez-It. They could hardly have nailed the flavor any more precisely if they had tried. So, what’s the protein boost? Milk protein concentrate and wheat protein. And yet, what’s already found in a standard Cheez-It? Milk (cheese) and wheat! It’s a humorous reminder of how ingredients overlap more than you’d expect.
You’re essentially getting everything that makes the Original Cheez-It special. And that’s a strong selling point, considering the original earned the top spot in our Cheez-It taste test. It’s iconic for good reason—the cheesy note is unforgettable, the salt level is just right, and the crisp edge of every bite sticks in your memory for days.
It feels odd to say, but I also appreciate that there isn’t an odd protein aftertaste in these crackers. Maybe my protein-snack bias comes from protein shakes, but in any case, these come off as a clean, protein-packed (an extra 4 grams per serving) Cheez-It.
Cons: Ultimately, I’m left with the same questions I often ask in this job. Why pursue this? Who is this for? Is there truly a demand for a protein-boosted Cheez-It? Will this reach a market that justifies Cheez-It’s investment? The reality is: I don’t have a definitive answer, and I remain somewhat skeptical.
I’m not convinced the same market that aims to cram as much protein as possible into their day will gravitate toward these crackers. I don’t see four extra grams of protein moving the needle for the protein-minded shopper. But I’ll defer to Cheez-It’s market research and brand strategy before drawing final conclusions.
