Kerry Foods is continuing to extend the appeal of its kids cheese snacking brand, Cheestrings, with a stronger flavoured, mature offering aimed at older kids.

Cheestrings Strong expands the brand’s range of kids cheese snacks to appeal to older children (aged nine and over) and introduces mums with older children to the category.

Tom Willock, kids dairy snacks marketing manager at Kerry Foods, explained: “Sixty five per cent of the total cheese market is mature, yet currently there are limited offerings in kids’ cheese snacks despite kids taste buds adapting to stronger flavours. Cheestrings is extremely well positioned to take advantage of this gap in the market and is using its brand strength to help grow the kids cheese snacking category by introducing Cheestrings Strong. The new variant will continue to deliver on the fun and goodness that the Cheestings brand is known for.

“We want to support retailers and drive incremental sales by encouraging an older audience to continue to enjoy Cheestrings as a day-time snack.”

To support the launch, Kerry Foods is introducing new packaging designed to distinguish the existing range from the strong variant on shelf.

The Cheestrings Strong variant (RSP: £1.50) will be in the same format as the 4 pack core option and available to retailers in a 12 unit, which will fit seamlessly onto shelves. The new addition to the Cheestrings range will be available to impulse via Kerryfresh.

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