Cheezels

Cheezels, a brand name created for APT snack company in 1970 by Masius account exec Ken Farrington, are a type of ring-like, corn-based, cheese-flavoured Australian snack food distributed by Laura Matte (which since 2016 has been owned by Universal Robina Corporation,[1] and previously since 2008 by The Real McCoy Snackfood Company[2]). In Malaysia, Cheezels were originally produced by Danone and later Kraft Foods, and are currently owned by Mondelēz International, together with Twisties. In New Zealand, Cheezels are owned by Bluebird Foods Ltd and PepsiCo subsidiaries.

Cheezels
Product typeCheese curl
OwnerSnack Brands Australia
Introduced1971 (1971)
MarketsOceania
Previous ownersMalaysia:
Danone
Kraft Foods
Registered as a trademark inSnack Brands Australia (Australia)
Cheezels
Mondelēz International (Malaysia)
Cheezels
TaglineFinger-Licious Fun! (Australia)
Websitewww.snackbrands.com.au/Cheezels
Cheezels (Original Cheese flavour)
Nutritional value per 100 g (3.5 oz)
Energy2,220 kJ (530 kcal)
56.4 g
Sugars4.9 g
Dietary fibre1 g
30.9 g
Saturated14.9 g
Trans0.4 g
Monounsaturated11.6 g
Polyunsaturated4.0 g
6.9 g
MineralsQuantity %DV†
Potassium
2%
114 mg
Sodium
80%
1200 mg
†Percentages are roughly approximated using US recommendations for adults.
Source: USDA FoodData Central

Made from corn and rice, they are a crisp puffy ring with a strong, savoury cheddar cheese flavour and aroma. They are similar in texture to a cheese puff, American Cheetos, or Canadian Cheezies.

History

According to any modern packet of Cheezels, the snack entered the market in 1971.[3] Company folklore has it that the creative team were stuck for a name when the boss chipped in with "Just call 'em Cheezels". As of 2017 Cheezels are gluten free.[4]

Flavours

Usually, Cheezels are made from corn and rice[5] and many kinds of powdered cheeses. Other flavours of the snack have been produced by Snack Brands Australia, such as:

  • Original Cheese
  • Pizza
  • Smokin' BBQ
  • Cheese & Bacon - also previously known as Rashers Cheese & Bacon
  • Hoops & Crosses Burger Flavoured - cheeseburger-flavoured Cheezels shaped like the Xs and Os in the game tic-tac-toe
  • Minis - miniature versions of Cheezels

International variants
Yonkers
Nutritional value per 100 g (3.5 oz)
Energy2,155 kJ (515 kcal)
50 g
Sugars4.6 g
Dietary fibre1.9 g
31 g
Saturated15.5 g
7.9 g
MineralsQuantity %DV†
Sodium
113%
1700 mg
†Percentages are roughly approximated using US recommendations for adults.
Source: USDA FoodData Central

In Italy, Cheezels are known under the name 'Yonkers', also owned by Mondelēz International. The snack has no slogan, and features a mascot named 'Yonky', after the snack. However, Yonky's catchphrase is 'Yonk!' which could be considered the slogan. The snack is much less cylindrical than its Australian predecessor, shaped more like the Australian Burger Ring. Its puffiness also rivals that of the latter, making them easier to chew through than the characteristic hard shell found on Cheezels. For seasoning, Yonkers uses a less tangy, finer cheese powder than that of Cheezels, but with a relatively similar aftertaste. Yonkers' aroma is more pungent, and relies on the same child-friendly gimmick of Cheezels by popularising using them as rings to wear on your fingers.

  • The ingredients for Yonkers are as follows, in order of percentage of product: corn grit 61.7%, palm oil, cheese powder 6.2%, whey powder, salt, flavouring, dried yeast, emulsifier (mono- and diglycerides of fatty acids (E471)), yeast extract, flavour enhancers (E621, E627, E631), lactose (from milk), dye (carotenes). May contain wheat, peanuts.

See also

References
  1. Whalley, Jeff (17 August 2016). "Cheezels sail offshore as chip company sells to Universal Robina Corporation". Herald Sun. Retrieved 30 July 2017.
  2. The Real McCoy Snackfood Company (April 29, 2008). "THE REAL McCOY BUYS ARNOTT'S SALTY SNACK FOODS". The Real McCoy Snackfood Company. Archived from the original on May 6, 2008. Retrieved October 7, 2015.
  3. Every modern packet of Cheezels.
  4. Aussie Coeliac http://www.aussiecoeliac.com.au/march-gluten-free-finds/
  5. Snack Brands Cheezels web page
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