Chicago, Ill. — Kellanova announced the return of Prince Cheddward, the Cheez It mascot, for the 2025 Cheez It Citrus Bowl on December 31. The character returns after a three year absence following fan requests on social media platforms. The game broadcasts on ABC at 3 p.m. ET.
According to Kellanova’s announcement, Prince Cheddward will appear alongside Ched Z, another Cheez It mascot character. The pairing marks the first time both mascots appear together at a sponsored bowl game. The company plans a mascot entrance, in game appearances, and promotional activities during the event.
Cara Tragseiler, Senior Brand Director for Cheez It, stated in the press release:
“Prince Cheddward’s return proves one thing: when Cheez It fans crave something, their passion has the power to make it happen. Prince Cheddward is an icon in the college football community, becoming an instant internet sensation and inspiring a meme-fueled craze when he first made his debut in 2021. This is more than a comeback; it’s a tribute to the incredible fans who bring college football to life. Bowl season is all about high-stakes rivalries, community spirit and larger-than-life pageantry, and Cheez It is here to amplify that energy with unforgettable game day fun.”
Kellanova reported approximately $13 billion in net sales for 2024. The company’s snack portfolio includes Cheez It, Pringles, Pop Tarts, and Rice Krispies Treats brands.
Mascot Marketing and Bowl Game Sponsorship
Prince Cheddward debuted in 2021 during Cheez It’s bowl game sponsorship. The character generated social media engagement and meme content during its initial appearances. Kellanova retired the mascot but maintained Ched Z as the primary brand representative.
Social media users requested Prince Cheddward’s return across multiple platforms. Kellanova cited this fan demand as the reason for bringing back the character. The company positions Ched Z in a “royal jester” role alongside Prince Cheddward’s return.
The 2025 Citrus Bowl appearance includes what Kellanova describes as a “spectacular mascot entrance” and unspecified in game surprises. The company will also release Prince Cheddward merchandise through shop.cheezit.com starting in December.
Bowl game sponsorships provide snack brands with visibility during high viewership sporting events. The Cheez It Citrus Bowl represents one of several college football bowl games with food brand title sponsorships.
Why It Matters
Kellanova’s Prince Cheddward reintroduction demonstrates how CPG brands leverage mascot characters and sports sponsorships to maintain consumer engagement beyond traditional advertising. Bowl game sponsorships provide brands with extended visibility across pre game coverage, live broadcasts, and post game content.
For food manufacturers and co packers, increased brand visibility from sports marketing drives retail demand during game day periods. Snack categories see sales spikes around major sporting events. Retailers stock additional inventory of sponsored brands leading up to bowl games and playoffs.
The mascot character strategy also highlights how brands create shareable content for social media platforms. Prince Cheddward’s previous appearances generated user created memes and viral posts. This organic content extends marketing reach beyond paid placements.
For private label manufacturers, branded mascot activations demonstrate the marketing advantages established brands maintain. Private label snack crackers compete on price but lack character driven marketing campaigns. Co packers serving both branded and private label clients must balance production capacity between premium branded products seeing sports driven demand and value oriented store brands.
Cheez It’s emphasis on 100% real cheese in its marketing connects to ingredient sourcing considerations. Snack cracker manufacturers require consistent cheese powder supplies to maintain flavor profiles. Co manufacturers producing similar products need relationships with dairy ingredient suppliers capable of delivering food grade cheese powders at scale.
Bowl Game Sponsorship and Retail Impact
Title sponsorships of college football bowl games typically run multiple years with renewal options. These agreements provide brands with naming rights, in stadium signage, broadcast mentions, and activation opportunities around game day events.
For snack brands, bowl game timing aligns with holiday shopping periods and New Year celebrations. The Citrus Bowl’s December 31 date positions Cheez It products for New Year’s Eve gatherings. Retailers create themed displays combining bowl game sponsors with complementary products like dips, beverages, and party supplies.
The merchandise component, including the announced Prince Cheddward shirt, represents an additional revenue stream from brand extensions. Licensed apparel creates brand touchpoints beyond food purchases. For co manufacturers, this illustrates how successful food brands expand into non food categories using established intellectual property.
Cheez-It is also preparing to extend its sports marketing into basketball season. In early 2026, the brand is set to launch a limited-edition Jimmy Butler collector’s box supported by a courtside ticket sweepstakes, highlighting a shift from mascot-led bowl game activations to athlete partnerships and experiential promotions.
FAQs
When does Prince Cheddward return to the Cheez It Citrus Bowl?
Prince Cheddward returns for the 2025 Cheez It Citrus Bowl on December 31, 2025. The game broadcasts on ABC at 3 p.m. ET. This marks the mascot’s first appearance since 2021 after a three year hiatus.
Why did Kellanova bring back Prince Cheddward?
Kellanova cited years of fan demand on social media platforms as the reason for Prince Cheddward’s return. Users requested the character’s comeback across multiple platforms. The company described the return as a response to passionate fan requests.
Will Prince Cheddward and Ched Z appear together?
Yes, Prince Cheddward and Ched Z will appear together for the first time at the 2025 Citrus Bowl. Kellanova announced that Ched Z will take on a “royal jester” role alongside Prince Cheddward. The pairing includes a planned mascot entrance and in game appearances.
About Source86
Source86 connects food manufacturers, suppliers, and retailers with sourcing opportunities across the CPG industry. Kellanova’s Cheez It bowl game activation exemplifies how sports marketing drives seasonal demand spikes for snack products, requiring coordination between cheese powder suppliers, co manufacturers producing crackers at scale, and retail distribution partners managing game day inventory.
Looking to supply cheese powders, wheat flour, or seasoning blends for snack cracker production? Need co manufacturing partners with capacity for branded snack products experiencing sports driven demand surges? Source86’s platform connects you with ingredient suppliers, co packers experienced in cracker production, and brands seeking manufacturing partners. Contact us to explore partnerships in the snack manufacturing industry.
