Cheez-It uses cheese aged to hip-hop music in new crackers

Cheez-It has collaborated with streaming music site Pandora to create "the first-ever sonically-aged cheese snack" in its limited-edition Cheez-It x Pandora Aged by Audio crackers.

Beyond encouraging people to eat more Cheez-Its and listen to Pandora the underlying promotional point is that Cheez-It crackers are made with 100% real cheese that requires aging.

The company cites a 2019 study from Bern University of the Arts in Switzerland that suggests maturing cheese to hip-hop music can improve its taste and scent, so they utilized Pandora to discover rap tracks similar to those used in the study.

The crackers' cheese was then matured for six and a half months to these melodies, and the limited-run results will be available later this month.

Cheez-senior It's marketing director, Erin Storm, said that their innovation team is always looking for new ways to deliver more unique experiences to its consumers, and Cheez-It x Pandora Aged by Audio is the ideal way to provide a really unique snack while honoring the joy that music brings.

Beginning May 26 at 12 p.m. ET, Cheez-It x Pandora Aged by Audio crackers will be sold exclusively on Cheez-It's own online shop, CheezItHQ.com.

On the question of what songs Pandora choose for Cheez-It's aging process, Cheez-It was only able to share artist names, which include A Tribe Called Quest, LL Cool J, The Roots, Beastie Boys, and Snoop Dogg.

But once the boxes are released, both CheezItHQ.com and Pandora.com will feature a link to the full playlist.