Cheestrings Get New Look

The new packaging will continue to have high-impact visibility in-store and will contain all the information that mums want to see when choosing cheese snacks for their children.

19/11/08 Cheestrings, the kids' favourite cheese snack is reinvigorating the cheese snacks category with a fresh, new look.

From December, Cheestrings will have a new look that more clearly communicates its all natural cheese credentials, whilst simultaneously maintaining its place as the fun snack that kids love.

The change will create a consistent master brand identity across all variants for the innovation planned throughout 2009 and into 2010.

The fresh, new image will include of a new, softer, more natural logo, and a revised ‘Mr Strings' character.

The new packaging will continue to have high-impact visibility in-store and will contain all the information that mums want to see when choosing cheese snacks for their children.

Packs will clearly highlight that every Cheestrings is made with a full glass of fresh milk and that Cheestrings are a naturally good source of calcium for kids.

All of this is will help to consolidate Cheestrings' position as the favourite for existing consumers and also attract new users to the category.

The new look will also be extended to the Cheestrings individual wrappers.

As part of the re-launch every single Cheestrings stick, 96 in total, will feature a different fun fact and character illustration, making them lots of fun and a great talking point and source engagement for kids and mums.

Cheestrings is supporting the fresh new look with a £5m marketing communications campaign next year.

The campaign will include a number of TV ad executions which will be rolled out over the course of 2009.

Commenting on the re-launch, Kelly Rafferty, Marketing Manager at Kerry Foods, says "The re-launch is really exciting news for Cheestrings and we are confident that with these changes we will not only strengthen our number one position as the kids' favourite cheese snack but also offer added value for mums.

"The new packaging will clearly highlight to mums that Cheestrings are all natural, offering them a naturally good source of calcium that their kids will love to eat."

Currently worth over £50million, Cheestrings accounts for 31% of the kids' cheese snacks market, and is in a strong position to
continue to drive category sales growth in 2009 and beyond.

Their success within the cheese snacks category makes them a must-have product for retailers wanting to maximise lunchbox and cheese snack sales.