• The new range  replaces Cheeshapes Randoms and will feature new shapes and inner packaging 
  • The new shapes include a llama, chunky trainer and tennis racquet
  • Launching in Asda 7 July with further roll out in August

Today, Strings & Things, part of Kerry Foods, has announced the launch of Cheeshapes Quirkies, the new name for Cheeshapes Randoms. The updated range will include an array of playful new shapes to allow retailers to tap into the trends that kids are most excited about.

The new shapes, that include a llama, chunky trainer and tennis racquet, will hit shelves up and down the country over the next month and continue the Strings & Things mission to champion kids snacking occasions.

To create these new shapes Strings & Things worked with research agency, The Pineapple Lounge. The research found that kids love the combination of ‘silly’ and ‘serious’ shapes together in one pack, which feel both rebellious and cheeky. Through its partnership with The Pineapple Lounge, Strings & Things has created a range that reflect kids worlds and passions, resulting in social currency and share-ability amongst the younger generation.

Alongside new shapes, Cheeshapes Quirkies will feature two new games and trivia quiz questions on the inner packaging to help retailers target parents looking for more ways to make playtime fun and engaging.

Since its launch in March 2019, Cheeshapes has proven to be a hit with shoppers across the UK, with a value growth of £1.8m and loved by nearly 800,000 households.[1] 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, Strings & Things has seen a value growth of 14.6%.[2]

Cheese snacking is on the rise with volume up 2.4%[3], largely driven by people opting for healthier snacks – 76% of consumers agree that cheese is part of a healthy diet, and 78% see it as a good way of adding protein into diet.[4] Looking at kids’ cheese snacking habits in particular, nearly one in ten lunchboxes already contain a cheese snack[5]. Coming in at under 100 calories per pack, the new Cheeshapes Quirkies – made of real cheese providing a source of calcium and vitamin D – will tap directly into this trend and allow retailers to offer parents healthy, fun, cheese snacks.

Melissa Sargeant, Brand Manager at Strings & Things says: “We’re really excited to continue broadening our Strings & Things portfolio with our latest launch of Cheeshapes Quirkies. As a brand we’re committed to making kids playtime fun whilst reassuring parents with a range of healthy snacks. The new range taps straight into this with a mix of quirky shapes that are all a great source of calcium. We think Cheeshapes Quirkies are going to be a hit with kids and parents alike!”

Harriet Wells, Strategist at The Pineapple Lounge says: “At The Pineapple Lounge, we’re proud to partner with Strings & Things and represent the voice of Gen Alpha and Gen Z in the development of Cheeshapes Quirkies. As our research unearthed, Quirkies are instantly recognised by kids as “truly random”, out of this world shapes which inspire creativity and storytelling. We’re so excited for this launch and to see kids engaging with these fun and abstract shapes, letting their imaginations run wild!”

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

[2] Kantar Worldpanel Online 6 4w/e 17th May 2020 vs. 64w/e 24th Feb 2019

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

[4] Mintel, The Future of Cheese 2020

[5] Kantar Worldpanel May 2019

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