Photo: Cheez-It
You might not realize it, but Cheez-It is constantly looking for ways to push the cheese-filled envelope. That’s why, when the company found a little-known Swiss study on the effects of aging cheese with hip-hop music, its interest was piqued. While there were various steps along the way, noticing this study led to the release of the new limited-edition Cheez-It x Pandora Aged by Audio crackers.
The study found that the tempo and frequency of some hip-hop songs could heighten the cheeses’ flavor profile. So it only made sense to try it with Cheez-Its. To do this, Cheez-It collaborated with Pandora to find songs similar to those used in the study and use them to age the cheese for six-and-a-half months, thus creating the first-ever “sonically-aged” snack crackers made with 100% real cheese.
“After six months in the making, we’re thrilled to finally share this absurdly delicious collaboration with our fans,” Erin Storm, senior marketing director of Cheez-It said in a press release. “Our innovations team is always exploring new ways to bring more unique experiences to our fans, and Cheez-It x Pandora Aged by Audio is the perfect way to provide our dedicated fans with a truly first-of-its-kind snack while celebrating the joy music brings.”
This isn’t the first time music has been used to age things. Blackened Whiskey is “sonically enhanced” by blasting Metallica throughout the aging process. Kentucky’s Copper & Kings has used music sound waves to age brandy. There are others out there using this technique as well.
If you want to get your hands on a box of Cheez-It x Pandora Aged by Audio, you can’t just stop by your neighborhood grocery store and grab one. You have to visit CheezItHQ.com on May 26 at 12 p.m. Eastern to get yours. There’s also a playlist called the “Aged by Audio mixtape” that you can access and enjoy while you munch on cheesy, sonically enhanced crackers.
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