We are delighted to announce our exciting new partnership with Cheesies! As Official Snack of the Fringe 2025, Cheesies will keep artists and audiences fuelled on cheesy snacks this August – and give artists the chance to have their best cheesy joke featured in a new ‘Fringe edition’ Cheesies Christmas Cracker this festive season!
Cheesies are a 100%-cheese, baked-until-crunchy snack that’s high in protein, vegetarian-friendly, and requires no refrigeration – currently available in numerous retailers across the UK, including Waitrose, Co-op and Sainsbury’s.
The partnership unofficially kicked off with a Fringe-themed activation in Waitrose Canary Wharf London on Thursday 30 July, where shoppers were treated to a selection of cheesy jokes, courtesy of some Fringey performance in-store.
50,000 sample packs of the crunchy, bite-sized cheese snack will be handed out free to attendees of the Fringe Street Events from Tuesday to Friday this week, so pop over to the Mound or the High Street if you’d like a taste of cheesy goodness!
We’re also delighted to share that free packs of Cheesies will be available at Fringe Central, helping keep Fringe artists well fuelled throughout the festival.
If you miss out on a free sample, packs of Cheesies will be available to buy from the Fringe Shop, and from branches of Waitrose as part of their meal deal.
Tony Lankester, Chief Executive, Edinburgh Festival Fringe Society, said: 'We're delighted to welcome Cheesies as the Official Snack of the Edinburgh Fringe this year. The Cheesies brand is bold and fun, two key things that are at the heart of the Fringe, and we're looking forward to sampling lots of delightful snacks at key spots throughout Edinburgh this August.'
From the festival season to the festive season
Excitingly, our collaboration with Cheesies is set to extend well beyond Fringe-time. In November Cheesies plans to launch a ‘Fringe Edition’ Cheesies Christmas cracker – a cracker filled with Cheesies snacks accompanied by jokes from comedians that performed during the 2025 Fringe.
This month, registered Fringe performers are invited to submit their cheesiest one-liners, with the winning gags (and their authors’ credits) to be featured inside the Cheesies crackers. Not only will this give comedians a novel way to reach new audiences – Cheesies has also committed to pay royalties or fees to the contributors for each cracker sold, further supporting the Fringe artist community.
Please note: the royalty rate for selected jokes, and details on contracting, are outlined in the T&Cs on the joke submission form:
