Philadephia in 6m Snack Market Debut
Posted on: Monday, 26 September 2005, 18:00 CDT
By Clark, Nicola
Kraft Foods is expanding its Philadelphia soft-cheese brand into the snack market, with the 6m launch of Splendips.
The snack is designed as a treat for consumers, offering different dippers for each flavour. It is being positioned between snacks that are healthy but insubstantial, and snacks that are desirable but unhealthy.
The three varieties are: Philadelphia Splendips Chives - crunchy chive crackers with reduced-fat chive Philadelphia and tomato chutney; Philadelphia Splendips Nachos - crispy nachos with reduced- fat Philadelphia and mild salsa dip; and a sweet variant called Philadelphia Splendips Cheesecake crunchy mini-digestive biscuits with reduced-fat cheesecake-flavour Philadelphia and raspberry coulis.
Each variant will have its own colour scheme, with green for the chives, blue for the nachos and a red border for the cheesecake.
The snacks' calorie contents are prominently displayed on the products' peel-away lid.
Splendips will be backed by a 6m annual spend, with TV and press advertising breaking in October, featuring the 'Philly Angels'. Sampling will be used to support the launch.
The move to create a healthy adult snack follows steps taken by Kraft earlier this year to promote healthy eating. It embarked on the first phase of the initiative with the launch of a healthy- eating website, www.kraft healthyliving.co.uk, which is likely to be rolled out to more territories later this year.
As part of the scheme, Kraft Foods will provide extra nutritional information on all its products. It also plans to highlight its health credentials.
Kraft's Dairylea overhauled its packaging earlier this year to promote its health attributes (Marketing, 13 July).
Splendips: healthy and 'substantial' range of flavours and dips
Copyright Haymarket Business Publications Ltd. Sep 7, 2005
Source: Marketing
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