Mondelez has announced the expansion of Philadelphia with the launch of the Philadelphia Intense range.
Philadelphia Intense is a soft white gourmet cheese available in Garlic & Herbs and Herbes de Provence varieties in 140g recyclable plastic tubs with an RRP of £2.25.
Nancy Galvin, brand manager for Philadelphia at Mondelez, said: “The Philadelphia brand has shown incredible growth over the past couple of years – in fact we’ve grown 21%. So it’s the right time for us to leverage this scale and create a new line in the soft white cheese market with the launch of the delicious Philadelphia Intense range. The range will cater to the demand for a more intense flavour and a creamy, spreadable texture.
“Our research suggests that over half of those buying Philadelphia Intense will come from outside the cream cheese category, allowing retailers to attract new incremental sales too. The range is set to be particularly popular with younger adult shoppers looking for that ‘treat myself’ moment within the category.”
The supplier will support the launch with an advertising campaign lasting several months and spanning outdoor, digital, on-demand and in-store activity.
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