Cheez-It's Slogans & Taglines

Cheez-It is a cheese cracker manufactured by the Kellogg Company that has been an American snack staple for over a century. Introduced on May 23, 1921, by the Green & Green Company in Dayton, Ohio, it was originally marketed as a "baked rarebit"—a cracker version of the classic Welsh melted cheese dish. The brand's enduring slogans have evolved from the early "A Baked Rarebit" to "The Big Cheese" and the modern "Get Your Own Box," reflecting its playful, confident identity. In 1932, Sunshine Biscuits acquired Green & Green, and the cracker later passed through Keebler before landing under Kellogg's umbrella in 2001. Today, as part of Kellanova, Cheez-It continues to be made with 100% real cheese, baked to a signature one-inch square of crispy, flaky perfection. It remains a symbol of American snack innovation and the enduring belief that a century-old recipe, when built on real ingredients, can outlast every trend.