Crunch Pak pairs with Minecraft and Cheez-It for new snack pack

Cashmere, Wash.-based Crunch Pak is collaborating with Minecraft and Kellogg’s to create a mini-meal snacking solution.

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, according to a news release. Crunch Pak has a licensing agreement with Minecraft and Kellogg’s, maker of Cheez-It crackers, the release said. 

Mojang Studio’s Minecraft is one of the most recognizable video game franchises in the world, the release said.

The open-world sandbox game is filled with the kind of exploration, creation and community that appeals to adults and children alike, according to the release. 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. 

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“This partnership allows Crunch Pak to reach a new audience and demographic beyond children, the traditional focus of its licensing program,” Ozgur Koc, senior vice president of new business and product development, said in the release.

“The average age of Minecraft players is 24, and gender neutral,” Koc said in the release. “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, the release said. 

 “Minecraft players are looking for an on-the-go snack,” Koc said in the release. “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.”