New Look for Philadelphia Splendips

Kraft Foods has given its Philadelphia Splendips range a makeover to help drive sales for convenience retailers.

07/08/08 The new packs have been designed to show customers precisely what they are getting in their Splendips pack, with enticing pictures and a description of the Philadelphia Light, zingy sauce and bite-size crunchy dippers, helping to encourage impulse purchases in the convenience sector.

The snacks have also been renamed, with the Chive variant becoming Chive Crackers and Tomato Chutney, and Thai Sweet Chilli becoming Rice Crackers and Sweet Chilli Dip.

Customers will be able to see more clearly the calorie count – less than 150 calories per pack across the whole range – and nutritional information, so they know exactly how the snack will fit into a healthy, balanced diet and are reassured that there are no artificial colours, flavours or preservatives.

Dave McNulty, convenience sales director at Kraft Foods, said: “Splendips is a unique product, and it still leads the adult cheese snacks sector, with a 56.7 per cent market share by volume. To help boost sales even further, we’ve created a more modern pack with real shelf appeal, and we expect to see a surge in new customers attracted by the new design. The Chive Crackers and Tomato Chutney variant remains price-marked to drive impulse sales.

“The whole Philadelphia range will be supported by a significant media spend, including a TV campaign for Splendips starting on 21st September for four weeks, so convenience retailers should stock up now in anticipation of strong demand in the coming weeks and months.”