Soft cheese brand Philadelphia is bringing more variety to the range this October with two new flavours, Mediterranean Tomato and Smoked Ham.

The launch builds upon the success of previous flavour combinations in the brand’s savoury range, including Garlic & Herb and Salmon & Dill. The launch is aimed to bring new consumers to the category and drive incremental growth.

The Philadelphia brand is worth £101 million and growing at 1%. The brand is being supported by high-profile marketing campaigns this year, including TV advertising, to keep it top of mind with consumers when shopping the cheese aisle. The new flavours range is being supported by in-store activation and high-profile social media activity.

Jennie Spurr, marketing manager for Philadelphia UK at Mondelēz International said: “Philadelphia continues to excite its customers with innovative products and flavours, and these two additions to the savoury range are no exception.

“Savoury is a key driver for penetration growth in meals such as lunch and dinner and we are confident that these new savoury flavours will help to open up soft white cheese to an even wider consumer base.”

The two new flavours are available in 170g packs, at £1.75 rrp.