I thought this was one of the original Cheez-It Grooves flavors released in 2013. But it’s not, and I find it weird that it wasn’t. (Spotted by Chris at Walmart.)
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Cheez It Grooves sounds like a euphemism for diarrhea.
I discovered Cheez-It Grooves last February. The sharp white cheddar version is my weakness. They are soooo good! When I go through the snack aisle, I have to look away or else I’ll buy a box and eat it before I get to the register.