NANCY FRIEDMAN: The 1920s were kind of a big era for inventive spellings, with V and K: Tasty Kakes with a K, that was the 1920s; Cheez It - C H E E Z I T, 1921 it was. They're cheesy crackers. And. Let's see. There's Cheez Whiz which is a little newer, 1952. These names have been around quite a while. 
HZ: And is the idea with things like Cheez Its and Cheez Whiz that it's a cheese-esque product but it isn't technically cheese?
NANCY FRIEDMAN: It's got some dairy, usually some kind of whey product in it; but you're not meant to think that this is - first of all, it's not perishable the way cheese is. So yeah, they do have some family relationship to a cow; but it's not the pure product. We have to remember that there was a time when that was a nifty thing. It was modern and scientific.
HZ: Does anyone go for cheeese, spelled with a triple E, as a variant? 
NANCY FRIEDMAN: I haven't seen any brands that are doing that. But now I will look for them. 
HZ: You can have that on me. 
NANCY FRIEDMAN: Yeah. That would be very internetty, to go for three or four vowels.