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Just for good measure, there's also a wedge of cheese on the bag, with chunks of crumbled cheese falling off it. "These are all cues to reinforce the cheesiness of the product," Bjork said. ("Cheesy" isn't normally a flattering adjective to apply to a brand, but Cheez Doodles is the apparent exception.) One contentious issue surrounding the redesign was the decision to feature cheese dustyou know, that orange stuff that gets on your fingers and everyplace elseon the bag itself. Thorneycroft concedes that cheese dust can be stomach-turning for some people, which is why "most brands like to hide it." But for puff aficionados, "That stuff equals flavor," he said. "So we put it on the package. We showed the dust." (For a peek at a few bag designs that didn't make the final cut, scroll down.) Meanwhile, Wise has rolled out three new flavors as part of the update: Cheez Doodles Extreme, an extra-spicy flavor with a touch of lemon; Cheez Doodles Queso Habanero; and Cheez Doodles Baseballs, a limited-time, white-cheddar puff co-branded with the New York Mets. The new flavors, along with the new packaging, Bjork explained, are geared toward younger consumers. Thorneycroft added that it took guts for Wise to essentially scrap a recognizable bag and take the chance of staking its brand reputation on cheese alone.

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