• The new Cheeshape range will feature limited-edition seasonal designs and inner packaging games and jokes
  • The new shapes include a witch’s hat, ghost face and snowflake designs
  • Scareshapes now available and Wintershapes from 02 November

Today, Strings & Things, a proud part of Kerry Foods, announces the launch of limited-edition Scareshapes (available now) and Wintershapes (02 November), an extension of the Cheeshapes Quirkies portfolio. The updated range will include an array of scary new shapes to allow retailers to tap into Halloween, as well as festive favourites to celebrate Christmas. The seasonal moments mark the occasions that kids are most excited about and continue the Strings & Things mission to champion kids snacking occasions.

Strings & Things, the most fun cheese brand in the UK[3], has launched Halloween themed products for the past five years and have always proven a hit with consumers, with sales of Halloween Cheestrings seeing an 8.7% increase in frequency[4] and 10% increase in sales in 2019 compared to the year before[5]. With 53.3% of consumers thinking Halloween is fun for the kids[6], this year Strings & Things are going bigger than ever, making them a must stock for retailers wanting to capitalise on the Halloween occasion.

Melissa Sargeant, Brand Manager at Strings & Things says: “We’re really excited to continue to broaden our Strings & Things portfolio with our latest launch of Scareshapes and Wintershapes Quirkies. We are committed to making kids snacks fun whilst reassuring parents with a range of healthy options, so as always, the new Scareshapes and Wintershapes Quirkies are made of real cheese providing a source of calcium for healthy bones. 

“This taps directly into the trend of cheese snacking rising by 62%[7] allowing retailers to offer parents healthy, fun, cheese snacks. The Scarestrings are going to be a real hit with kids and parents alike this Halloween season whilst also providing repeat purchasing for retailers – but can you collect them all?”

Harriet Wells, Strategist at The Pineapple Lounge says: We were delighted to give so many kids across the country creative input into Scareshapes and Wintershapes as a part of our proud partnership with Strings & Things. Whilst some elements of these seasons have remained the same through the generations, it’s important to recognise and reflect their unique meaning for today’s kids to unlock maximum excitement! The Strings & Things team have done an incredible job translating the children’s ideas into reality and we can’t wait to see the delight and excitement on their faces when they see these on the shelves.”

Since its launch in March 2019, Cheeshapes has proven to be a hit with shoppers across the UK, with a value growth of £2.1m and loved by nearly 800,000 households. [8] Strings & Things brought together Cheestrings, Cheeshapes and Yollies under its Strings & Things Masterbrand last year to champion kids snacking in the UK and grow the portfolio’s position as a lunchbox staple.

Since the rebrand, the most fun cheese brand[9] has seen a value growth of 14.6%, and as Brits last year spent an estimated £474 million in the UK during the Halloween period[10] with 64% of the population still planning to celebrate Halloween this year[11], this new limited-edition range is sure to be a hit.

[1] This Is Money – 2015

[3] Mintel – Cheese UK – October 2019

[4] Kantar Worldpanel [52 w/e 11 August 2019]

[6] Kantar Halloween Review (2019)

[7] Kantar Worldpanel, Changes to Cheese Snacking, Total Market 52 w/e 26.10.18

[8] IRI MarketPlace ? Value MAT 23rd Feb 2020

[9] Mintel – Cheese UK – October 2019

[10] Finder – April 2020

[11] Finder – April 2020

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