Cheez-It announced its GF news on Instagram, stitched together with a video from @philhatesgluten, who said: "This is a message to Cheez-It. Make it gluten-free. Do it. It doesn't need to be perfect.

Do it. It doesn't need to be perfect, it just needs to be something," said @philhatesgluten. And the second part of the video features the big reveal from the snack brand: gluten-free Cheez-Its.