New Leerdammer Toastie has been created to tap into the popularity of snacks such as cheese on toast and toasted cheese sandwiches. With thicker slices and a richer, creamier recipe for better melting, the new line is said to be perfect for creating convenient hot cheese snacks.

Meanwhile, an on-pack promotion across packs of Leerdammer original and light slices offers consumers a free lunchbox. Consumers have to enter two codes from the on-pack label onto They will then be sent their own Leerdammer lunchbox.

Leerdammer has already had a strong start to 2013, with value sales up 9.2% and volume sales growing by 10.8% (Nielsen data).

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