Philadelphia Intense

Source: Mondelez International 

The fmcg giant said the NPD had already performed well in consumer testing

Mondelez is expanding its Philadelphia portfolio with a new, “indulgent” soft white gourmet cheese called Philadelphia Intense.

The NPD offered shoppers an “extra creamy, aerated texture”, the fmcg giant said, with two flavours – Garlic & Herbs and Herbes de Provence – meeting a demand for “quality and indulgence” from a soft cheese.

The products are rolling out into supermarkets nationally this month in 140g pots (rsp: £2.25), with the launch supported by what Mondelez described as a “significant” multi-channel campaign spanning several months, including outdoor, VOD, digital and in-store activity.

Philadelphia Intense showcased “distinctive packaging with a re-closeable lid for maximum standout on shelf and ease of use for consumers”, Mondelez said. The product had already performed exceptionally well in consumer testing, suggesting the range would “help to drive wider category growth, playing a part in premiumising the soft white cheese category and driving trade-up”, it added.

The tubs are also made from recyclable plastic, reflecting the Philadelphia brand’s ongoing sustainability commitments, it pointed out, citing the brand’s 2020 commitment to shift to recyclable packaging by 2022.

“The Philadelphia brand has shown incredible growth over the past couple of years, so it’s the right time for us to leverage this scale and create a new line in the soft white cheese market,” said brand manager Nancy Galvin.

“The range will cater to the demand for a more intense flavour and a creamy, spreadable texture,” she added.

“Our research suggests that over half of those buying Philadelphia Intense will come from outside the cream cheese category, allowing retailers to attract new incremental sales too. The range is set to be particularly popular with younger adult shoppers looking for that ‘treat myself’ moment within the category.”

Philadelphia saw sales climb by 6.3% to £114.1m last year, on the back of a resurgence in on-the go consumption and demand for snacking variants [Nielsen IQ/The Grocer Top Products 52 w/e 11 September 2021].

Other highlights for the brand over the past year include the launch of its first plant-based variant in January, made from an almond and oat base.