Cheez‑It introduces first‑ever Original Gluten Free crackers
Cheez‑It has launched its first-ever Original Gluten‑Free crackers and announced additional 2026 flavor innovations, expanding accessibility and snack variety for gluten‑free consumers.
USA – Cheez‑It, the iconic baked‑snack brand under Mars, Incorporated, has unveiled Cheez‑It Original Gluten‑Free, marking the first time the brand’s signature salty, crunchy, cheesy flavor will be available in a gluten‑free formulation and signalling a broader push into bold, texture‑driven product launches slated for 2026.
The company said the gluten‑free Original was developed in direct response to persistent consumer demand from those who have transitioned to gluten‑free diets or who previously could not enjoy Cheez‑It.
It will join a slate of four additional flavor‑forward innovations the brand plans to roll out this year.
This 9 oz. box Cheez‑It delivers the signature salty, crunchy, cheesy tang with 100% real cheese, without compromising taste or texture.
Cheez‑It emphasized that the gluten‑free recipe aims to deliver the familiar taste profile without compromise, targeting consumers who prioritize both flavor and dietary needs.
This milestone marks a bold 2026 innovation lineup emphasizing bigger flavours, crispier crunches, and versatile formats, all rolling out nationwide at retailers starting in February.
Marketing for the launch will include in-store merchandising, digital promotion, and sampling to drive trial, while the brand expects the new product to appear on shelves nationwide through major retailers and online channels.
Industry observers say the move reflects a larger trend in the snack aisle where legacy brands are adapting core SKUs to meet dietary restrictions and capture shoppers who might otherwise migrate to specialty or niche brands.
Cheez‑It’s strategy pairs brand equity with product reformulation to retain loyal customers and attract new ones seeking inclusive snack choices.
The company also framed the 2026 innovation lineup as part of a broader effort to keep the brand culturally relevant by experimenting with textures and flavor intensity, a tactic that has helped snack makers maintain momentum amid shifting consumer tastes.
Complementing the gluten-free Original, Cheez-It Ultimate Snack Mix combines Original, White Cheddar, Snap’d Double Cheese, Grooves Sharp White Cheddar, and salted pretzels for a multi-textured, shareable cheesy-savory experience.
Cheez-It Crunch introduces a 3D shape with edge-to-edge bold flavour in full-size 6.5 oz bags: Kick’n Nacho Cheese, Zesty Jalapeno Cheddar, and Sharp White Cheddar.
Cheez-It Snap’d Honey BBQ offers baked, ultra-light chips coated in sweet-smoky honey, tomato, hickory, and cheddar seasoning for chip lovers.
Cheez-It Grooves Loaded Nachos features ridged crackers blending toasted corn tortilla, taco seasonings, beefy notes, and cheddar, evoking loaded cheesy tacos.
For food industry professionals, Cheez-It’s expansions signal aggressive growth in gluten-free and premium savoury snacks, catering to diverse dietary needs while upholding the Mars Five Principles of quality and responsibility.
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