Wendy’s Baconator Now in Cracker Form Thanks to Cheez-It Collaboration
Two American food giants collaborate for a bold snack innovation set to hit U.S. shelves this July.
In a strategic collaboration that underscores the growing synergy between fast food and packaged snacks, Cheez-It and Wendy’s have unveiled their latest innovation: the Cheez-It x Wendy’s Baconator Crackers. This limited-edition launch, blending Wendy’s signature Baconator flavor with Cheez-It’s unmistakable cheesy crunch, is more than just a snack—it’s a bold marketing play designed to tap into evolving consumer tastes and brand crossover potential.
The new product is a fusion of the indulgent, bacon-packed profile of the Baconator—a flagship offering from Wendy’s—and the crunchy, real-cheese essence that Cheez-It has built its reputation on. According to brand representatives, each cracker delivers a layered flavor experience, combining 100% real cheese with the smoky appeal of Applewood bacon, effectively translating the entire burger experience into a portable, snackable format.
“Cheez-It fans are known for their passion and loyalty, especially toward our signature cheesy flavor,” said Cara Tragseiler, Senior Brand Director, Cheez-It. “Partnering with Wendy’s has allowed us to create a product that is 100% unexpected, helps to surprise our consumers, and brings an iconic drive-thru flavor to the snack aisle.”
This co-branded snack product is aimed at consumers in a growing consumer segment that is demanding the convenience of snacks, the novelty of new flavors, and bold flavors. As experiential snacking is a world-wide trend in growth (Gen Z & Millennial skewing even heavier), brands are leaning into limited relationships that lend itself to storied crossovers and breaking category norms.
Lindsay Radkoski, U.S. Chief Marketing Officer at The Wendy’s Company, emphasized the strategic thinking behind the collaboration: “This partnership with Cheez-It unites two iconic brands in a way that enhances the consumer experience across occasions. We’ve taken our Baconator, known for its indulgent and meaty flavor, and reinvented it with the crunchy, cheesy personality of Cheez-It. The result is a game-changing product that offers consumers a whole new way to enjoy the essence of Wendy’s anytime, anywhere.”
The Cheez-It x Wendy’s Baconator Crackers will be available nationwide starting July for a limited period. However, true fans can get early access via CheezIt.com, where the exclusive Baconator Bundle—featuring the crackers and a collectible Wendy’s Frosty keychain tag—will be sold while supplies last. Early shoppers can also enjoy free shipping using the promo code CHEEZBURGER.
In a move to drive further engagement, each cracker box will feature a QR code that unlocks a $2 discount on a Wendy’s Baconator sandwich through the Wendy’s mobile app—blending digital interactivity with traditional in-store promotions.
The collaboration illustrates a broader trend in the food and beverage industry: brand partnerships that transcend categories to capitalize on respective equity, leverage mutual markets and develop a moment that excites consumers and the media alike. Not only do both Cheez-It (part of Kellogg’s stable) and Wendy’s showcase their ability to innovate and disrupt, they also keep those loyal fans interested!
As India Food and FMCG continue to appreciate Western market trends, these types of cross-category collaborations provide valuable insight into how legacy brands can come across as culturally relevant and tapping into one another’s strengths. While the Cheez-It x Wendy’s Baconator Crackers are remotely a United States rollout, the playbook they’re using is clearly one that other global marketers and product strategists can relate to!
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