Cheez-It has been appointed the official snack partner of the Edinburgh Festival Fringe 2026.

The savoury snack brand said the partnership marked the latest phase of its UK growth strategy, following its launch into 3.4 million households and a reported repeat purchase rate of 52 per cent.

Cheez-It was also named Product of the Year 2026 in the cheesy crisps and snacks category.

As part of the Fringe partnership, the brand has launched the inaugural Cheeziest Joke of the Fringe award.

Performers were invited to submit one-liners to a panel of comedy experts, with five finalists progressing to a public vote open until 13 August.

The winning comedian will receive a £1,000 cash prize alongside promotional exposure at the start of their Fringe run.

Cheez-It will also distribute samples during the festival’s opening week across Edinburgh’s Royal Mile and The Mound.

The products will be available to buy throughout the event at the Fringe Shop, the Mound Food and Drink Village and selected venues.

Cheez-It senior marketing manager Rui Frias said: “In our opinion, the best companion to a cheesy snack is a cheesy laugh.

“That’s why we’re proud to be the official snack partner of the Edinburgh Festival Fringe. It aligns perfectly with our brand’s commitment to comedy and dealing in laughs.”

He added: “We’ve seen fantastic momentum behind Cheez-It over the last year, and the challenge now is sustaining that momentum.

“Investing in experiences like the Edinburgh Fringe helps us reach new shoppers in a way that feels authentic to the brand, while giving existing fans another reason to engage with us beyond the supermarket aisle.”

The deal builds on Cheez-It’s earlier partnership with Co-op, which raised £10,000 for the 2026 Keep it Fringe Fund.

Under the promotion, 25p from every participating 40g pack sold across Co-op stores was donated to support emerging performers appearing at this year’s festival.

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