Taking home gold in the Crisps and Snacks category, the Cheez-It quartet includes Double Cheese, Cheese and Chilli, Cheese, Sour Cream and Onion, and most recently, Cheese and Smokey Bacon. Cheez-It will continue to bolster this success throughout 2026 with plans for dual-branded activity that will see Pringles and Cheez-It team up and leverage key occasions across the year. Rui Frias, senior marketing manager at Cheez-It said “We are elated that Cheez-It has been awarded Product of the Year. Innovation is always at the heart of what we do; we knew British consumers would love the bold, authentic cheese flavour and unmistakable crunch, but seeing that belief validated by shoppers themselves means a great deal. “We’ve been genuinely encouraged by how quickly Cheez-It has become a staple in British snacking culture, and this recognition gives us even more confidence to keep pushing the range forward – this is only the beginning!”