Are There Too Many Types of Cheez-It?

If snacks were superhero franchises, Cheez-It would be Spider-Man. And no, it’s not just because they come in a red box.

Cheez-It is an incredibly successful brand: The product is distinct, delicious, and frustratingly addictive. Kellogg’s, the owner of Cheez-It, does its best to capitalize on the brand’s name recognition and broad appeal by launching different twists on their beloved classic. With a successful, nationally recognized brand, it makes sense to offer more products or line extensions under that brand name because there’s a loyal customer base already built in.

But line extensions can easily get carried away. Cheez-It recently introduced Americans to Cheez-It Snap’D, a thin, chip-like Cheez-It. Snap’D bolsters a Cheez-It lineup that already includes (takes a deep breath): Cheez-It Original, Cheez-It White Cheddar, Cheez-It Extra Toasty, Cheez-It Reduced Fat, Cheez-It BIG, Cheez-It “Scrabble”, Cheez-It Whole Grain, the new Cheez-It Queso Fundido, Cheez-It Grooves, which, you guessed it, have grooves, the purpose of which are still unknown, Cheez-It Duoz, a combination of two flavors in one box, because why settle for Sharp Cheddar when you can have Parmesan, too, and the Cheez-It Snack Mix, which includes an ensemble of classic sweet and salty snacks designed specifically for your mindless eating pleasure.

I know we’re picking on Cheez-It here, but they’re far from the only brand guilty of squeezing out one-too-many line extensions. Everyone does it, from Reeses and Cheetos to RXBAR and EPIC, because line extensions work. They're a low-risk way to keep customers interested while simultaneously strengthening the core brand itself. But with 20 or 30 different types of Cheez-It, there’s less room on the shelf for other brands to occupy. Ultimately, this ends up hurting the consumer who has to deal with another type of Cheez-It instead of something potentially new or innovative. These gigantic multi-national brands are so powerful because they dominate the aisle, and as long as we continue to buy every new iteration of Cheez-It and see every remake of Spider-Man, we are ensuring a future full of boring snacks and unoriginal films.