Kavli is targeting the back-to-school market as it launches into the fast-expanding kids’ snacking sub-category with Primula Pods.

Available in cheese and cheese ‘n’ chive, the pods will be sold in nets of five 20g cheeses. Unlike Primula cheese spread, cheese in the pods will be firm. “We spent a great deal of time listening to our customers, particularly mums,” said Kavli marketing director Craig Brooks.

A marketing campaign for Primula Pods will centre on mouse character Mr Nibbles, whose adventures will feature on the pods, as well as a website. It is the second kids’ cheese brand using a mouse - Cathedral City’s Chedds brand is fronted by a mouse called Monty.

The launch of the pods also follows similar moves into kids’ cheese snacking by dairy stalwarts including Norseland and Adams Foods. Adams launched Mu Patz - cheese shaped like a cow pat - and Mu Sticks earlier this month into Tesco. In April, Norseland launched The Simpsons Cheese Truckles into Asda.

The pods will go into Morrisons stores on 24 September (rsp: £1.29).