Philadelphia is adding a new ‘better for you’ offering to shoppers with the launch of the first new flavour into its Philadelphia Lightest range. Philadelphia Lightest Herbs is available in stores now and will look to capitalise on the success of Philadelphia Lightest Plain, which has seen sales growth of 10%[i] year-on-year.

Philadelphia Lightest contains only 11% protein and 3% fat, making it ideal for consumers looking for healthier options within the category.

Paola Cassinelli, Philadelphia Senior Brand Manager at Mondel?z International said: “We know that consumers are looking to lead healthier lives and focusing more on their wellbeing. Diet is a key part of this. By introducing Philadelphia Lightest Herbs we’re offering shoppers all the benefits of our healthiest ever Philadelphia product, with a delicious new herbier flavour.

“Philadelphia’s aim is to help drive positive, well-balanced and healthier diets with consumers. The launch of new Philadelphia Lightest Herbs will do just that”.

The new product is perfect for spreading and aimed at shoppers, especially those in the adult millennial demographic, having lunch or looking for a snack during their working day. Already the most popular flavour in the core line-up, the herb-flavoured addition to Philadelphia Lightest is set to be a success with both new and existing shoppers of the brand. The launch will be supported by a digital and social advertising plan that will target the key audience with engaging and relevant content.

“Our Philadelphia brand is in 5.4%[ii] growth and is bringing new shoppers into the category[iii]. Philadelphia Lightest Plain is growing at 10%[iv] year-on-year. We know that there is a growing appetite for Philadelphia, as well as ‘better for you’ products that deliver on health and taste, and we’re confident that Philadelphia Lightest Herbs will tap into this to continue to drive growth,” added Cassinelli.

[i] Nielsen, MAT WE 07.09.19

[ii] Nielsen, MAT WE 07.09.19

[iii] Kantar, MAT WE 08.09.19

[iv] Nielsen, MAT WE 07.09.19

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