Cheez-It has been announced as the Official Snack Partner of the Edinburgh Festival Fringe 2026, marking the next chapter in the brand’s investment behind one of the UK’s fastest-growing savoury snack launches.
Now found in 3.4million UK households, with a 52% repeat purchase rate and recently voted Product of the Year 2026 in the cheesy crisps and snacks category, the brand is continuing to invest in building brand awareness and recruiting new shoppers through one of the UK’s biggest cultural events.
The partnership builds on an existing relationship with the Fringe, following Cheez-It’s successful collaboration with Co-op earlier this year, which raised £10,000 for the 2026 Keep it Fringe Fund. Through the initiative, 25p from every promotional 40g pack sold in Co-op stores across the UK was donated to help support emerging artists taking part in this year’s festival.
As Official Snack Partner, Cheez-It will introduce a brand-new award for 2026: the Cheeziest Joke of the Fringe. Performers across the festival have been invited to submit their best one-liners to a panel of comedy experts, with five finalists progressing to a public vote (open until 13th August 2026) ahead of the Fringe. The top five jokes up for public vote are:
- When I got diagnosed with indecisiveness, I was in shock and/or.
- My brother convinced me to go halves on a used funeral car. I can’t believe I was so easily co-hearsed.
- I’m looking for a new job. I walked past a mirror shop the other day and thought, “Ooh, I could see myself working there”.
- Invisaligns are like the players of the teeth straightening community – because they’re low commitment and you can see right through them.
- Give a man a fish and he will eat for a day. Teach a man to fish and he will probably start a podcast about fishing.
Alongside valuable exposure at the start of their run, the winning comedian will receive a £1,000 cash prize.
Festivalgoers will also be able to sample Cheez-It during the opening week of the Fringe across the Royal Mile and The Mound, while the brand will be available to purchase throughout the festival at the Fringe Shop, the Mound Food and Drink Village and selected Fringe venues.
Rui Frias, senior marketing manager, Cheez-It, 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 to our brand’s commitment to comedy and dealing in laughs. So, whether you’re cracking a smile or cracking open a bag of Cheez-It, we hope to make every moment at the Fringe just a little bit cheesier.
“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.”a
