Company: Dairy Crest
Rsp: £1.99 for nine 18g packs of mild Cheddar cubes
Competition: Dairylea, Cheestrings, Babybel
The sell: Chedds will stand out from ­other Cheddar-based kids’ cheeses because of the strength of the Cathedral City brand

The consumer
My initial thought was that there was too much packaging, but I was won over a little by the facts printed on the packs, which were a hit with my two boys, aged four and seven. It was nice to see a product aimed at children that looked like ‘real’ cheese, and the taste was good. The format makes it particularly good for taking on car journeys. Given the price, I would probably buy them myself. Four stars (out of five)
Alison Cain, occupational therapist, Blandford Forum

The expert
The branding is very good - kids will love the cute mouse character on the pack. The concept is also good mild Cheddar cheese cut into mini cubes and packed in mini bags that can be conveniently popped into kids’ lunchboxes. But the bags are quite fiddly and the cubes so tiny that they are likely to land everywhere. Three stars
Anna Nowak, trading manager, Spar

The Grocer
Get past concerns about over-packaging and just how lazy fmcg producers think parents are, and this is a decent piece of NPD. The cubes are surprisingly small, but just the right size for the hands of primary school kids, and this will make its way into many school lunchboxes. The biggest appeal for parents is how natural Chedds seems compared with some rival products. The rsp may be a little high but convenience adds a lot of value, and these are likely to be snapped up on deal. Four stars
Vince Bamford, food & drink editor