Mary’s Gone Crackers Levels Up Its Cheezee Product Line with a New and Improved Formula, a Smoked Gouda Flavor and Fresh Packaging

The plant-based Cheezee crackers are now even crispier, cheesier and more craveable — with new packaging to match across the full product portfolio.

Mary’s Gone Crackers, the nation’s leading organic, gluten-free, Kosher and non-GMO cracker brand, has unveiled a reformulated version of its popular Cheezee line — now better than ever with a lighter, crispier texture and even more bold, plant-based cheese flavor. The line remains entirely vegan, made without any dairy or animal products, delivering a bold, satisfying alternative to traditional cheese crackers.

The Cheezee relaunch also introduces a brand-new flavor: Smoked Gouda. Designed to appeal to evolving consumer preferences, the new variety delivers a rich, smoky, dairy-like flavor in a gluten-free format — all without sacrificing any of the brand’s core better-for-you certifications or ingredient standards.

“These crackers are everything our fans loved about the original Cheezee line, just taken up a notch — better flavor, better texture and a new smoky twist with Gouda that’s already turning heads,” explained Michael Finete, CEO of Mary’s Gone Crackers. “As we continue to expand our presence nationally, we’re keeping our promise to innovate with intention and lead in the better-for-you snacking space.”

Mary’s reformulation process was guided by direct consumer feedback and a deep commitment to quality. Recognizing that the in-market formula didn’t fully deliver on flavor or texture expectations, the brand undertook multiple rounds of external consumer sensory testing to understand exactly what consumers were looking for. The final result reflects those insights — with a more satisfying crispiness, stronger flavor expression and an overall improved eating experience.

A key innovation in the new Cheezee line is the addition of a topical seasoning, applied after baking to deliver a more immediate, flavorful punch with every bite. This, combined with an all-new base cracker formula, sets Cheezee apart in the better-for-you cracker category where bold, up-front flavor is rarely achieved without compromising on ingredients.

The reformulated Cheddar, Cheese & Herb and new Smoked Gouda Cheezee varieties are all certified organic, vegan, Kosher and made from plant-based ingredients — free from gluten, dairy, GMOs and common allergens.

The Cheezee update also coincides with the final phase of Mary’s packaging refresh, which has now been fully rolled out across the brand’s entire portfolio. This new design introduces a bold, modern look that better reflects the vibrant flavor profiles of the products and helps Cheezee stand out in the snack aisle while maintaining consistency across the full line.

This latest launch builds on a year of momentum for Mary’s Gone Crackers, including expanded distribution to major retailers like Target, Costco and Sam’s Club, as well as packaging improvements across the entire lineup. With record-setting growth in 2024 and continued investment in research and development, Mary’s is well-positioned to lead the next generation of functional, feel-good snacking.

Mary’s Gone Crackers’ full line is now available online as well as at natural and conventional retailers nationwide.

About Mary's Gone Crackers

Mary's Gone Crackers® has grown to be one of the largest organic and gluten-free cracker companies in the United States since opening in 2004. Headquartered in Reno, Nevada, the company crafts high-quality snacks that are certified organic, Kosher, gluten-free and non-GMO. Even with its exceptional growth, the organization has remained committed to using mostly plant-based ingredients that cater to a variety of dietary needs and health-conscious consumers. Their products can be found across the United States and Canada, at both specialty and mainstream grocery stores.