Baked cheese snack brand also takes the stage as Official Snack of the Edinburgh Festival Fringe 2025
Cheesies, the crunchy fridge-free snacking cheese brand, is celebrating a summer of rapid expansion with major new listings, including its first-ever Waitrose Meal Deal appearance and a rollout into more than 700 Co-op stores nationwide.
Cheesies’ Cheddar and Goat’s Cheese flavours are now part of the Waitrose Meal Deal and have moved to prime front-of-store, food-to-go fixtures across 289 Waitrose superstores – a major visibility boost for the Great Taste Award-winning snack. Meanwhile, Cheesies Cheddar is hitting shelves in 700 Co-op stores across the UK, significantly increasing nationwide availability.
The listings follow ongoing growth across Sainsbury’s, Asda, Ocado, Holland & Barrett, and independent retailers, as Cheesies cements its position in the booming protein-rich, premium ambient snack category.
“Waitrose and Co-op give us a powerful platform to reach more shoppers in more moments – from the lunch break to the impulse buy,” said Ed Hauck, Cheesies’ Commercial Director. “Our aim is to prove cheese belongs beyond the fridge – and this summer we’re doing just that.”
Fringe partnership delivers cultural stage for the brand
Supporting its commercial momentum, Cheesies has been named the Official Snack of the 2025 Edinburgh Festival Fringe – the first snack brand ever to secure this role. Across August, Cheesies will give out over 50,000 free samples in high-footfall festival areas, appear in the official Fringe shop, and stock select venue bars. The brand is also delivering daily snack drops to Fringe Central to keep artists fuelled – including at the high-profile “Meet the Media” day.
Tony Lankester, Chief Executive of the Edinburgh Festival Fringe Society, said:
“We’re delighted to welcome Cheesies as the Official Snack of the Edinburgh Fringe. The Cheesies brand is bold and fun – two things at the heart of the Fringe – and we’re looking forward to sampling lots of delightful snacks throughout Edinburgh this August.”
Stand-up meets stand-out marketing
To launch the Waitrose listing, Cheesies transformed Waitrose Canary Wharf into a pop-up comedy club with Fringe stand-up acts, in-store sampling, and dedicated activations spotlighting the Meal Deal addition.
A Christmas cracker of a finale
Cheesies will round off the campaign with a limited-edition “Fringe Edition” Christmas Cracker, filled with snacks and jokes written by actual comedians – with royalties paid and credit given for every gag used, to continue support for the artist community.
Comics can submit their cheesiest one liner here: cheesies.co.uk/EdinburghFringe
Winners will be chosen after the Fringe has finished, and the Limited Edition crackers will be available to buy on the Cheesie’s website, TikTok Shop, Fringe shop and selected retailers.
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