Cheez-It's New Crackers Use Cheese Aged to Hip-Hop Music
Cheez-It x Pandora Aged by Audio crackers will be sold exclusively through Cheez-It's online shop.
Aging alcoholic beverages to music isn't particularly uncommon. We've seen beer aged to the sweet sounds of Wu-Tang Clan, and Metallica ages their whiskey with a patent-pending "sonic-enhancement" system called "Black Noise" (that, of course, plays their own music).
But booze isn't the only product that ages; so can cheese. So – follow me on this slight mental leap – Cheez-It has teamed up with streaming music site Pandora to create what they are billing as "the first-ever sonically-aged cheese snack" in the form of limited-edition Cheez-It x Pandora Aged by Audio crackers.
The underlying promotional point here – beyond encouraging people to eat more Cheez-Its and listen to Pandora – is that Cheez-It crackers are made with 100% real cheese that, yes, requires aging. From there, the brand cites a 2019 study from Bern University of the Arts in Switzerland suggesting that aging cheese to hip-hop music can potentially strengthen its taste and smell, so they enlisted the help of Pandora to find rap songs similar to those used in the study. The cheese used for the crackers was then aged to these tunes for six and a half months, and the limited-run results can be purchased later this month.
"After six months in the making, we're thrilled to finally share this absurdly delicious collaboration with our fans," Erin Storm, Cheez-It's senior marketing director, announced. "Our innovations team is always exploring new ways to bring more unique experiences to our fans, and Cheez-It x Pandora Aged by Audio is the perfect way to provide our dedicated fans with a truly first-of-its-kind snack while celebrating the joy music brings."
Cheez-It x Pandora Aged by Audio crackers will be sold exclusively on Cheez-It's own online shop – CheezItHQ.com – beginning May 26 at 12 p.m. ET. And the brand implies these LTO boxes won't last long, writing, "Act fast, as it might sell out before your favorite song is over!"
Meanwhile, the other big question becomes which songs exactly did Pandora choose for Cheez-It's aging process? For now, Cheez-It was only able to share artist names, which includes some of the best ever: A Tribe Called Quest, LL Cool J, The Roots, Beastie Boys, and Snoop Dogg. But on May 26, once the boxes are released, both CheezItHQ.com and Pandora.com will feature a link to the full playlist. The good news is the music selections don't appear to be as cheesy as the crackers.