In the annals of snack history there are many titans – Twinkies, Doritos, Fritos, M&Ms – but there is one that is quintessentially Canadian, and lends itself beautifully to the miniature bags that only come out in October. We’re talking about Cheezies, and during this month of Halloween we want to pay tribute.
1950s store display courtesy of Hawkins
Our story begins after World War II, when two gentlemen, W.T. Hawkins and Jim Marker, teamed up in 1949. The two men had an idea: to create a new snack using cornmeal and real cheddar cheese. This was a departure from the standard cheese puffs of the era, which generally utilized powdered cheese. The incorporation of real aged cheddar gave the snack a distinct and memorable taste.
“The two men conceived a method of frying the cornmeal sticks in oil before coating them with aged cheddar cheese powder. The world’s first Cheezie was born. They were such a hit that an emerging potato-chip magnate named Herman Lay—yes, of Lay’s fame—offered Hawkins a 17-year contract for worldwide distribution. But Cheezies arrived on the market just as the rest of the Hawkins company was faltering. Bankruptcy forced the family to cancel the Lay’s contract and retreat to its lone Canadian plant. “Just think, if we’d kept that Lay’s contract, I could be on a big yacht right now,” jokes Hawkins president Kent Hawkins, grandson of W.T. “But we’re doing all right. We have everything we need.”
Today, the company distributes solely to Canada from its 70-employee plant in Belleville, Ontario, where they crank out around 24 million bags of Cheezies a year.” –Globe and Mail
Remarkably, the Hawkins company never heavily invested in widespread advertising campaigns, trusting instead in the quality of their product to generate organic interest.
And generate interest it did. Their resistance to jumping onto the advertising bandwagon only added to their mystique, creating an allure that drew new consumers in and kept regulars fiercely loyal.
for the true fan of Hawkins Cheezies
Like any other business, Hawkins Cheezies has faced its share of challenges. However, the company’s commitment to maintaining the original recipe and production techniques has allowed them to stand out in a saturated market. In an age of rapidly changing consumer loyalties, and brands willing to reinvent themselves at the drop of a hat, Hawkins’ commitment to tradition has stayed strong.
“For the benefit of non-Canadians, Cheezies share the saltiness and nowhere-in-nature orange of Cheetos, the puffed-up offering of the multinational PepsiCo, but little else. Hawkins Cheezies are hard like a crunchy nut and come in an assortment of irregular shapes and sizes.” – the New York Times
The history of Hawkins Cheezies is more than just the story of a snack; it’s a reflection of Canadian ingenuity, perseverance, and the belief that quality and tradition matter. In a world dominated by ever-changing trends and fleeting fads, the story of Hawkins Cheezies reminds us of the enduring appeal of authenticity. It’s a tale of two men with a vision, a country that embraced their creation, and a legacy of cheesy deliciousness.