CASHMERE, Wash. (June 26, 2023) — Crunch Pak®, the sliced apples specialist, collaborated with Minecraft and Kellogg’s to create a mini-meal snacking solution that both gaming and non-gaming enthusiasts will enjoy.

The 3.95-ounce Minecraft and Cheez-It® Snacker contains sliced apples, cheese and Cheez-It® crackers, and features recognizable Minecraft characters on the bright colored packaging. Crunch Pak has a licensing agreement with Minecraft and Kellogg’s, maker of Cheez-It® crackers. The deal was brokered by Beanstalk, Kellogg’s global exclusive food and beverage licensing agency.

Mojang Studio’s Minecraft is one of the most recognizable video game franchises in the world. The open-world sandbox game is filled with the kind of exploration, creation, and community that appeal to adults and children alike. Minecraft also launched hundreds of streaming careers and content creators’ channels, making it one of the most-watched games of all time on streaming platforms.

Cheez-It® is one of the most iconic and flavor-packed snacks on the market that is beloved by people of all ages. Made with 100% real cheese, this bold and crunchy cracker takes snacking to the next level and pairs well with cheese and apples.

“This partnership allows Crunch Pak to reach a new audience and demographic beyond children, the traditional focus of its licensing program,” said Ozgur Koc, Senior Vice President, of New Business and Product Development, Crunch Pak.

“The average age of Minecraft players is 24, and gender neutral,” Koc said. “We like the multi-generational appeal of having Minecraft characters on our packaging. This is a great opportunity for the Minecraft community to bring the creativity of the game to their snack choices.”

The snackers will be available in mid-July at Walmart for back-to-school promotions. The suggested retail price is $2.99 to $3.49, depending on the market.

“Minecraft players are looking for an on-the-go snack,” Koc said. “Cheez-It® crackers are an everyday favorite for parents and kids alike; pairing them with our apples and Minecraft takes snack time fun to the next level.”

About Crunch Pak®
Crunch Pak® is the industry leader in fresh sliced apples. Founded in 2000, Crunch Pak® is committed to providing the highest quality organic and conventional sliced apples in the market. Crunch Pak’s family of brands includes Crunch Pak with Disney, Crunch Pak with Nickelodeon,

and Crunch Pak® Organics. The primary distribution is via retail channels; annually Crunch Pak creates more than 1 billion apple slices at plants in Cashmere, Wash.

About Kellogg Company
At Kellogg Company (NYSE: K), our vision is a good and just world where people are not just fed but fulfilled. We are creating better days and a place at the table for everyone through our trusted food brands. Our beloved brands include Pringles®, Cheez-It®, Special K®, Kellogg’s Frosted Flakes®, Pop-Tarts®, Kellogg’s Corn Flakes®, Rice Krispies®, Eggo®, Mini-Wheats®, Kashi®, RXBAR®, MorningStar Farms® and more. Net sales in 2022 were over $15.3 billion, comprised principally of snacks as well as convenience foods like cereal, frozen foods, and noodles. As part of our Kellogg’s Better Days® PromiseESG strategy, we’re addressing the interconnected issues of wellbeing, climate and food security, creating Better Days for 3 billion people by the end of 2030. Visit www.KelloggCompany.com.

About Beanstalk   
Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, cultural intelligence, creative services, legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world. Beanstalk is the recipient of the 2022 Licensing International Excellence Award for Best Licensing Agency. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.