A Kraft Heinz executive brushed off the Oreo comparison to AdAge, saying: ”We are not here to compete with a single brand in particular—there are many sandwich cookies in the market today.”

The company is smart to focus on China, where the market for biscuits and cookies hit $10.2 billion in 2016, according to Mintel (whose March 2017 report on the Chinese biscuit segment devotes an entire section to the “Room for more cheese-flavoured biscuits.”)

Unlike Oreo, each Jif Jaf character has its own personality, part of a brand-development effort led by creative agency Jones Knowles Ritchie (JKR). The matcha character is calm and zen-like, chili is a thrill-seeker, and cheese is a ladies’ man. JKR strategy director Katie Ewer told AdAge: ”He’s someone as irresistible as cheese is.”

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