Kerry Foods has launched a new Star Wars on-pack promotion across its Cheestrings range to celebrate the launch of the new film.

Available in Asda now and to the rest of the trade in November, the redesigned packs feature Star Wars character imagery and collectable cards inside the packs. Individually packaged Cheestrings have also been made to look like lightsabres.

Kerry Foods is supporting the promotion with both pos material and a £1.5m campaign, including TV, for four weeks from November 23.

Tom Willcock, Kids’ Dairy Snacks marketing manager at Kerry Foods, said: “We are aiming to add excitement for mum’s to the kid’s dairy snacking category which will in turn help to drive incremental sales for retailers this winter.”