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Cheezies
Cheezies
Cheezies
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Cheezies along with packaging

Cheezies are a brand of cheese puff snack food made and sold in Canada by W. T. Hawkins Ltd. The snack is made from extruded cornmeal covered in powdered cheddar cheese, and sold in distinctive red-and-white bags.[1]

History

[edit]

The snack was invented after the Second World War by James Marker of Dayton, Ohio, and W. T. Hawkins.[2] The pair were living in Chicago when they discovered a method, by trial and error, of extruding cornmeal, casting it into fingerling shapes, then deep frying it in vegetable shortening and sprinkling it with cheddar cheese. Production was moved to Tweed, Ontario, in 1949 where the recipe was perfected and the W. T. Hawkins Ltd. plant established.[3]

Production was moved to a factory in Belleville, Ontario, in 1956 after fire destroyed the original plant in Tweed.[4] They concentrated exclusively on Cheezies after dropping other snack foods from their portfolio. The snack has been produced in the same facility ever since and continues to be sold across Canada. Marker's original machine is still used to manufacture Cheezies at the company's plant, as of 2012.[3] Marker remained vice president of the W. T. Hawkins Company until his death in 2012.[3]

On September 19, 2016, a storage warehouse for W. T. Hawkins in Belleville also was destroyed by fire.[5]

Competition

[edit]

Old Dutch Foods produced two similar products in the 1970s, cheese-flavoured and barbecue-flavoured "Crunchys".[citation needed] The latter were discontinued and Old Dutch continues to produce the Crunchys in two cheese flavours.[6]

See also

[edit]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Cheezies

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Cheezies are an iconic Canadian brand of cheese puff snacks, consisting of deep-fried extruded pieces coated in powdered aged . Produced by W.T. Hawkins Ltd., the treats have been manufactured since using real cheese and natural ingredients, setting them apart from similar products. The brand originated from a partnership between American businessmen James Marker and Willard Trice Hawkins, who developed the recipe after while experimenting in . Hawkins, who founded his company in the early 1900s, relocated production to in 1949, establishing the first factory in before moving to Belleville following a 1956 fire. Today, the family-owned operation continues to use much of its original equipment in a Belleville plant, producing irregular shapes and sizes that contribute to the snack's distinctive crunch and flavor. Cheezies have become a cultural staple in , celebrated for their bold cheesy taste and nostalgic appeal, with the company focusing exclusively on this product since 1980. Available in various sizes like the popular 210g bags, they remain a beloved , reflecting Canadian ingenuity in production.

Product Overview

Description and Characteristics

Cheezies are extruded cornmeal-based , renowned for their vibrant orange color derived from a of and certified colors. This distinctive hue gives the a bold, eye-catching appearance that stands out in its packaging. The puffs exhibit irregular shapes and sizes, often appearing as curved, twisted, or straight forms, resulting from the process. These variations, ranging from short nibs to longer tendrils, contribute to a playful, uneven visual texture when poured out. The texture of Cheezies is light and airy, providing a satisfying crunch that contrasts with a quick melt-in-the-mouth sensation. This combination makes them substantial yet easy to eat, thicker and chunkier than similar snacks like . The airy structure ensures they are not overly dense, allowing for a delicate balance between crispiness and tenderness upon biting. Cheezies deliver a distinct cheesy flavor profile dominated by the taste of aged cheddar, accompanied by a salty, tang that enhances their savory appeal. This bold, addictive taste has made them a staple since their in the 1940s. When unopened and stored in airtight bags, Cheezies maintain their freshness for approximately 6-12 months, preventing staleness and preserving their crunch.

Ingredients and Nutrition

Cheezies are primarily composed of as the base, which forms the extruded puffed structure of the snack. The key coating includes (trans fat-free) for frying and texture, processed aged seasoning derived from real , which incorporates and to enhance the tangy, cheesy flavor, along with salt for seasoning. Certified colors, such as Yellow 5 (), are added to achieve the distinctive orange hue. A standard 28-gram serving of Cheezies provides 160 calories, with 10 grams of total (including 1.5 grams of and 0 grams of ), 16 grams of carbohydrates (0 grams of and 0 grams of sugars), 2 grams of protein, and 250 milligrams of sodium. The product is high in fats and carbohydrates but low in protein and essential micronutrients, making it a calorie-dense rather than a nutrient-rich . Cheezies contain from the seasoning, classifying them as a ; may contain soy due to soya oil. Individuals with may tolerate small amounts, as the processed aged powder has low content, typically less than 1 gram per 100 grams. The snack is vegetarian-friendly, as it uses dairy-derived ingredients without or by-products. Cheezies contain no artificial preservatives beyond standard food stabilizers like the in the seasoning.

History

Invention and Early Development

James E. Marker (1921–2012), an American entrepreneur and born in , invented Cheezies in the late 1940s while seeking innovative ways to process corn. As a , Marker designed an extruder to convert into durable, rot-resistant puffs intended as year-round feed, addressing seasonal preservation challenges. Marker soon adapted the technology for human consumption by frying the extruded corn puffs and coating them with cheddar cheese powder, creating the crunchy cheese snack that became Cheezies. These initial efforts focused on perfecting the recipe and machine, which remains in use today for its unique texture.

Acquisition and Canadian Expansion

In 1949, James Marker, the inventor of Cheezies, partnered with Chicago confectioner W.T. Hawkins to bring the snack to market, establishing a Canadian production facility in , under W.T. Hawkins Ltd., a branch of the U.S.-based Confections Incorporated. This move capitalized on the growing North American demand for innovative snacks, with Marker relocating to oversee operations as the company incorporated on June 27 of that year. The partnership transformed Marker's original cornmeal extrusion process—initially developed for cattle feed—into a commercial cheese-flavored product, marking the beginning of Cheezies' Canadian identity. Production in Tweed thrived initially but faced a setback in 1956 when a fire destroyed the factory, prompting a relocation to , where the company rebuilt and continued manufacturing. By 1960, following the of the Chicago parent company, W.T. Hawkins Ltd. became fully independent and Canadian-owned, solidifying its focus on Cheezies under the leadership of Hawkins' son, Webb, and , who served as vice-president until his death in 2012 at age 90. This independence allowed the brand to adapt to local markets without U.S. oversight, emphasizing its use of real and maintaining the original recipe. The post-war economic expansion in , including a demographic and rising consumer interest in convenience snacks, fueled Cheezies' growth during the and 1960s. By the 1960s, the product had achieved nationwide distribution, becoming a staple in Canadian households and grocery stores while navigating the competitive landscape of emerging snack foods. This period of adaptation positioned Cheezies as a distinctly Canadian , distinct from American counterparts like , through its family-run operations and commitment to regional production.

Production

Manufacturing Process

The manufacturing process for Cheezies begins with the preparation of , which is mixed with to form a suitable for . This is then fed into specialized mechanical extruders, originally designed by inventor Jim Marker in the late , where it is forced through a die under high pressure to create the characteristic finger-like or irregular shapes. The occurs at elevated temperatures to puff and cook the , resulting in lightweight, crunchy bases that vary in size and form due to the non-computerized nature of the equipment. Following extrusion, the cornmeal puffs are fried in vegetable oil to enhance crispiness and flavor absorption, a step that has remained consistent since the snack's early development. The fried puffs are then cooled briefly before being transferred to a large rotating for seasoning. In this tumbling process, they are evenly coated with a powdered mixture derived from real aged , which includes seasonings such as for tanginess, as an emulsifier, salt, and certified colors for the iconic orange hue. This application ensures a uniform, flavorful exterior without excessive oil. Quality control is maintained through the continued use of the original 1950s-era extruders and methods, which preserve the product's traditional texture, varied shapes, and freshness while avoiding modern that could standardize output. These techniques contribute to the snack's distinct crunch and irregular appearance, setting it apart from more uniform competitors. Production occurs on traditional production lines using vintage machinery at the company's facility in —relocated there in 1956—yielding tens of millions of bags annually as of 2023, or thousands of pounds daily, using real cheese derivatives for authenticity.

Facilities and Company Ownership

The primary production facility for Cheezies is a single plant located in , where manufacturing has taken place since 1956, following the destruction of the original facility by fire. This site employs a small, dedicated and relies on machinery, including original extruders from the mid-20th century, to preserve the snack's distinctive texture and flavor authenticity. W.T. Hawkins Ltd., the privately held Canadian company behind Cheezies, has remained family-influenced since its incorporation in by founder Willard Trice Hawkins, with no major ownership changes thereafter. The firm, currently led by President Kent Hawkins—grandson of the founder—has focused exclusively on Cheezies production, operating as a specialized manufacturer without diversification into other products. As of 2025, the company has not undertaken physical expansions but has experienced significant demand increases, attributed to trade tensions encouraging consumer preference for Canadian-made , resulting in higher output through optimized existing capacity. As of June 2025, monthly sales have increased 10% since February 2024, driven by U.S. trade tensions and the "Buy Canadian" movement. Plans for a new facility in Belleville's North East , initially proposed to mark the product's 75th anniversary, have been delayed with an agreement extended to 2027.

Varieties and Availability

Original Flavor Profile

The original flavor of Cheezies centers on an intense, tangy profile dominated by processed aged seasoning, which imparts a sharp, cheesy sharpness reminiscent of real cheddar. This is balanced by salty undertones contributed by salt and , an emulsifier that enhances the savory intensity, while adds a subtle tang. The corn meal base introduces a mild, inherent sweetness that underlies the overall taste without overpowering the cheese elements. Cheezies maintain strict flavor consistency, with no official variants available; the product adheres to its singular original recipe established in the , ensuring all bags deliver the same core cheesy experience. Minor batch-to-batch variations may occur due to natural differences in cheese sourcing, but these do not alter the fundamental profile. Over the years, subtle adjustments have been made for modern standards, such as transitioning from hydrogenated to a non-hydrogenated alternative in the early to eliminate trans fats, though this change has not impacted the taste essence. The sensory experience of the original flavor is marked by its distinct, less artificial cheesiness compared to similar snacks, evoking a homespun with a satisfying salty crunch. A hallmark is the iconic orange dust residue left on fingers and lips from the cheese powder and certified color (), which reinforces the snack's bold, lingering presence. Cheezies are best enjoyed alone to appreciate their standalone intensity or paired with beverages to counter the saltiness.

Packaging and Distribution

Cheezies are available in several formats designed for different needs, including single-serve options around 28 grams for on-the-go snacking, 210-gram bags as a standard retail size, and larger 420-gram bulk packs known as the "Big Boy," which contain three separate inner bags for portion control and freshness. The features iconic orange branding with red-and-white vertical stripes and an orange window, a that has remained largely consistent for over 50 years to evoke the snack's Canadian heritage. Distribution of Cheezies is managed by W.T. Hawkins Ltd. from its production facility in , with products primarily reaching Canadian consumers through major grocery chains such as and , as well as convenience stores and gas stations. Online availability has expanded access via platforms like Amazon and for both domestic and imported sales. Exports to the and select international markets occur through specialty importers, though availability remains more limited outside compared to domestic channels. In retail settings, Cheezies are typically placed in snack aisles on bottom or top shelves rather than eye-level positions, with seasonal promotions featuring miniature bags during events like Halloween to boost visibility in larger formats. The product enjoys widespread stocking across , with a growing presence in Western provinces through chains like and warehouses in , , , and .

Cultural and Market Impact

Popularity in Canada

Cheezies have achieved iconic status in as a quintessential since their expansion into the country in the , often celebrated for their distinct crunchy texture and cheese flavor that evoke a sense of national pride. Historians like Janis Thiessen highlight their cultural significance in works such as Snacks: A Canadian Food History, portraying them as a beloved staple in Canadian media, including discussions that underscore their role in everyday rituals like family gatherings and childhood memories. This nostalgic appeal positions Cheezies as more than a mere processed food, embedding them in the collective through stories of generational sharing and regional loyalty, particularly in where they are produced. Marketing efforts for Cheezies have traditionally been understated, focusing on the product's "Made in Canada" heritage and family-owned authenticity rather than aggressive advertising campaigns. Produced by W.T. Hawkins Ltd. in , the brand maintains a low-profile approach, with promotions emphasizing quality ingredients and long-standing traditions over flashy endorsements. In 2024, to mark the company's 75th anniversary, Hawkins launched limited-time celebrations including social media giveaways on and , a website refresh, and community events at their facility, which boosted online engagement and reinforced their authentic, heritage-driven image among consumers. The product's popularity has seen notable spikes amid U.S.-Canada trade tensions, particularly during the Trump-era tariffs starting in 2018 and escalating into 2025, where Cheezies emerged as a of within the "Buy Canadian" movement. This positioning led to increased sales, with monthly growth of approximately 10% reported since early 2025, driven by patriotic consumer shifts and viral endorsements from influencers like on . Broader retail trends during these periods showed some domestic brands experiencing sales boosts due to tariff-related , further amplifying Cheezies' visibility in grocery aisles nationwide. As of 2025, ongoing trade tensions, including postponements of certain tariffs and 's exploration of alternative markets like , have sustained the Buy Canadian sentiment and continued sales growth for snacks like Cheezies. Cheezies maintain a strong consumer base among those aged 35 and older, who associate the snack with and comfort from their youth, often citing it as a comforting presence at events ranging from casual hangouts to even wakes. Younger demographics, including Gen Z, have contributed to renewed interest through viral "Canadian snacks" trends on platforms like and , where Cheezies are showcased in taste tests and cultural memes, blending heritage appeal with modern social sharing. This dual appeal ensures sustained popularity, with the snack's enduring presence in stores like and reflecting its broad, cross-generational draw.

Competition and Positioning

In the Canadian cheese puff market, Hawkins Cheezies faces primary competition from the U.S.-based Cheetos, produced by Frito-Lay, which dominate with their uniform, elongated shapes and artificial cheese flavoring derived from processed powders rather than real cheddar. Cheezies, in contrast, feature irregular, varied shapes resulting from their traditional extrusion process, offering a crunchier texture and a more natural, tangy flavor from aged Canadian cheddar cheese. Local rivals include Humpty Dumpty Cheese Sticks from Old Dutch Foods, a Canadian brand that provides similar cornmeal-based cheese snacks but with a stick-like form and seasoning focused on cheddar and salt, appealing to regional preferences in eastern Canada. Cheezies position themselves as a premium, authentically Canadian alternative, emphasizing their family-owned status under W.T. Hawkins Ltd. and independence from multinational conglomerates like PepsiCo's , which allows for sourcing from without hormones or additives common in U.S. imports. This differentiation is reinforced by their use of a proprietary, trans-fat-free oil and vintage 1940s machinery in Belleville, Ontario, creating a "homespun" appeal that contrasts with the mass-produced uniformity of competitors. Priced slightly higher than mainstream options like Cheetos due to these quality-focused inputs, Cheezies target consumers seeking nostalgic, regionally loyal snacks over cheaper, imported varieties. As of 2025, Hawkins Cheezies maintain a strong presence in the Canadian cheese puff segment, with particular dominance in and where local production fosters . Recent Canada-U.S. trade tensions have both challenged and bolstered their position, as increased tariffs on imports like prompted a "Buy Canadian" surge that lifted monthly sales by 10% since early 2025. To counter global brands, Cheezies employ strategies centered on unwavering local manufacturing in and a commitment to brand purity, producing only the original cheddar flavor without diversification into varieties like nacho or white cheddar seen in competitors. This singular focus, combined with minimal advertising until a 2024 digital push via , underscores their reliance on word-of-mouth and cultural resonance rather than aggressive .

References

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  2. https://cheezies.com/
  3. https://take-note.ca/2024/01/25/anything-to-declare-the-hawkins-cheezies-story/
  4. https://fiestafarms.ca/article/canadian-junk-food-legend
  5. https://chatelaine.com/food/canadas-delicious-hawkins-cheezies/
  6. https://www.facebook.com/tweedontario/posts/did-you-know-that-hawkins-cheezies-originally-started-a-new-factory-in-tweed-ont/898773205619300/
  7. https://www.intelligencer.ca/news/hawkins-cheezies-plant-marks-75-year-anniversary-in-belleville
  8. https://www.cbc.ca/radio/thenextchapter/full-episode-july-30-2018-1.4426224/the-surprising-story-behind-canada-s-beloved-cheezies-1.4426402
  9. https://www.facebook.com/PunchYXE/videos/history-of-hawkins-cheezies/274129391021609/
  10. https://www.potatopro.com/companies/wt-hawkins-inc-cheezies
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  12. https://candybar.snackcrate.com/snack/hawkins-cheezies/
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  14. https://world.openfoodfacts.org/product/0056757360003/cheezies-hawkins
  15. https://www.fatsecret.ca/calories-nutrition/hawkins/cheezies-%2828g%29/1-bag
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  17. https://www.uptodate.com/contents/image?imageKey=PI%252F55938
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  20. https://ca.news.yahoo.com/blogs/dailybrew/remembering-jim-marker-made-cheezies-canadian-staple-193934554.html
  21. https://torontosun.com/2012/05/02/hawkins-cheezies-co-founder-dies-at-90
  22. https://thewalrus.ca/hawkins-cheezies-canada/
  23. https://www.theglobeandmail.com/news/national/canada-150/we-are-what-we-ate-canadas-history-incuisines/article34289538/
  24. https://reviewcanada.ca/magazine/2017/11/the-march-of-the-cheezie/
  25. https://sencanada.ca/en/content/sen/chamber/411/debates/079db_2012-05-15-e
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  32. https://www.newswire.ca/news-releases/why-would-i-change-things-now-we-ve-spent-75-years-becoming-one-of-canada-s-favourite-snack-foods-doing-what-we-do-803162152.html
  33. https://www.nytimes.com/2018/05/11/world/canada/snacks-cheezies-chips-and-cuban-lunch-canada-letter.html
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  35. https://www.cbc.ca/news/canada/ottawa/canadian-businesses-enjoying-boost-in-sales-thanks-to-tariff-threats-annexation-talk-1.7475708
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  38. https://www.olddutchfoods.ca/product-flavour/humpty-dumpty/cheese-sticks/cheese-sticks
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