Soft cheese brand Philadelphia is hoping to replicate the success of its flavour combinations with two more varieties.
Mediterranean tomato and smoked ham join the existing garlic & herb and salmon & dill and aim to bring new consumers to the category and drive incremental growth. The two new flavours are available in 170g packs, rrp £1.75.
The new flavours range is being supported by in-store activation and social media activity, while the Philadelphia brand is being supported by a high-profile marketing campaign this year, including TV advertising, to keep it top of mind with consumers when shopping the cheese aisle.
Jennie Spurr, marketing manager for Philadelphia UK at Mondelēz International, said: “Savoury is a key driver for penetration growth in meals such as lunch and dinner and we are confident that these new savoury flavours will help to open up soft white cheese to an even wider consumer base.”
The Philadelphia brand is worth £101 million and growing at 1%, according to Nielsen total value MAT to week ending 9 August 2014.