Philadelphia is changing the way the UK looks at soft white cheese, with Philadelphia Duo Cremoso – a breakthrough innovation aimed at unlocking new usage occasions for the category.

Made with innovative technology, Philadelphia Duo Cremoso has a dual texture. Slice through creamy Philadelphia to reveal a delicate whipped core, bursting with specially selected flavour combinations.

The product comes paper-wrapped, ready to lift out and serve at the table as an indulgent evening treat, whether sliced on its own or with crackers. Available in three flavours: Garlic and Fine Herbs, Vine Ripened Tomatoes and Cracked Peppercorn, the tub is designed to make a real impact on shelf.

Philadelphia will support the new platform launch with £2.5 million of marketing investment, including high-profile TV, in-store and digital activity.

Jennifer Spurr, marketing manager for Philadelphia UK, said: “We believe we’ve created a truly delicious and unique product to revolutionise the soft white cheese segment. Philadelphia Duo Cremoso unlocks a new opportunity for the category, driving incremental growth through new evening snack and dinner table consumption occasions.

“This is a launch that will truly change the way people look at soft white cheese. Our consumer research shows real appetite for the indulgent combination of creamy Philadelphia and superior flavour fusions, and with the strength of the Philadelphia brand and significant ATL and in-store support, we expect this to be a hit with our consumers.”