Crunch Pak Pairs with ‘Minecraft’ and Cheez-It on New Snacker

Crunch Pak has collaborated with “Minecraft” and Kellogg’s to create a mini-meal snacking solution that both gaming and non-gaming enthusiasts will enjoy.

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

Mojang Studio’s “Minecraft” is one of the most recognizable video game franchises in the world. The open-world sandbox game offers 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 on streaming platforms. License Global explored how brand expansion is nothing new for “Minecraft” in a recent article, Discovering “Minecraft’s” Success in Licensing.

“This partnership allows Crunch Pak to reach a new audience and demographic beyond children, the traditional focus of its licensing program,” says Ozgur Koc, senior vice president, new business and product development, Crunch Pak. “The average age of ‘Minecraft’ players is 24 and gender neutral. 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.”

Related:Building Blocks: Discovering ‘Minecraft’s’ Success in Licensing

The snackers will be available in mid-July at Walmart for back-to-school promotions.

“‘Minecraft’ players are looking for an on-the-go snack,” says Koc. “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.”