Half-Assed Gourmet: Cheez-It GRIPZ

Continuing our country's trends of miniaturizing things (by making them smaller for no apparent reason) and of infantilizing them (by spelling them with Zs instead of Ss in a misguided attempt at edginess), the Kellogg corporation has created a product called Cheez-It GRIPZ. Fortunately, these crackers are still "made with 100% real cheese," but in this form they are now presented in crumb form.



The now-tiny crackers come in a small bag that encourages snackers to tear off a corner at the top and presumably drink them. It's too small to fit fingers in there, even if you ARE an infant, so the options are to pour the GRIPZ  bits into your hand or dump them directly into your mouth. If you do tilt the pouch into your piehole and remember to chew the numerous tiny bits, you just might get the equivalent of tasting one regular cracker.

I must admit my kids enjoy this packaging, and maybe this product is better marketed to those who are too young to make intelligent nutritional decisions, anyway. To me, though, this seems an unnecessary creation. I can create my own GRIPZ, if I so desire, by filling a baggie with regular Cheez-Its, sealing it up, then throwing it down on the ground and stomping it.