Made from corn and rice, they are a crisp puffy ring with a strong, savoury cheddar cheese flavour and aroma.
They are similar in texture to cheese puffs, American Cheetos, or Canadian Cheezies.
In some countries they are distributed by Laura Matte (which since 2016 has been owned by Universal Robina Corporation,[3] and previously by The Real McCoy Snackfood Company[4]).
In Malaysia, Cheezels were originally produced by Danone and later by Kraft Foods, and are currently owned by Mondelēz International, together with Twisties.
[5] Company folklore has it that the creative team were stuck for a name when the boss chipped in with "Just call 'em Cheezels".