Kerry Foods brings creativity to cheese snacking with major brand refresh

  • Kerry Foods, the expert in chilled, is launching an exciting new kids snacking master brand called, ‘Strings and Things’
  • The new master brand will unite the current kids dairy snacking range, Yollies and Cheestrings, and will encompass the launch of brand new innovation, ‘Cheeshapes’
  • The Strings and Things portfolio, including new Cheeshapes, provides parents with a selection of tasty products for their kids and helps drive kids’ imaginations, staying true to the brand’s, ‘good food made fun’ heartland

Kerry Foods, the expert in chilled, is launching a major new kids’ dairy snacking master brand entitled, ‘Strings and Things’. The new master brand will combine Yollies, Cheestrings and an exciting product innovation called ‘Cheeshapes’, to unlock further brand growth and the opportunity to appeal to a wider range of kids.

The high profile launch of Strings and Things will take place from April, featuring brand new packaging and supported by a £4.4m campaign. Activity will include two bursts of TV, taking place across summer and during the back to school period, to drive maximum awareness of the new name and range with shoppers.

Cheestrings has reached its highest penetration for five years at 15.5%, bringing its total household consumption to over four million[1] and the launch of the new master brand gives Kerry Foods the opportunity to continue this momentum and help drive category growth for retailers.

New Cheeshapes will be rolling out from March and will provide parents with a fun and great tasting alternative to crisps and chocolate for their kids’ lunchboxes. With only 9% of lunchboxes currently containing a cheese snack, the opportunity for growth is huge and Strings and Things provides the perfect solution as a range which beats snack time boredom for kids. Available in two variants, ‘Randoms’ and ‘Icons’, the shapes vary from funny faces and unicorns, to pieces of fruit and will encourage children to use their imagination and storytelling ability, making lunch and snack time more fun.

Anna Moore, Marketing Manager for Strings and Things at Kerry Foods, comments, “The Cheestrings brand is worth £49m RSV and is ranked kids’ favourite cheese snack[2]. Following such a successful year, we’re really excited to bring our kids dairy snacking brands under one umbrella, which future proofs our brands and gives us a strong platform to launch innovation. Plus, the refresh will help amplify the brand’s fun appeal across the category. Cheeshapes is a truly innovative product with more than just a nutritious purpose; the shapes have wide appeal and encourage kids to use their imagination, and research suggests kids are going to love them.

“The burst of TV support is perfectly timed for the summer and the back-to-school period when parents will be looking for a quick snack to keep children occupied during lunch and snack time. It’s a great time for retailers to be stocking the product and the revamped range, as it will be front of mind for shoppers with the heavy support plan in place.”

Cheeshapes will be rolling out from March and will be available at an MRSP of £1.50 and a promotional price of £1.  The launch of the master brand, Strings and Things, will be launching from April and will be supported by TV, digital and in-store activity.

[1] Kantar worldpanel 27.01.19 (4,271m buyers)

2 Kantar Cheese Snacks Usage 02.18

[2] Millward Brown 2018