Kraft Foods is adding special lids to Philadelphia to promote the cream cheese’s versatility and use in recipes.
The lids reveal a picture of a dish containing Philadelphia when tilted - a feat achieved through lenticular technology, which also gives the images visual depth.
Special limited-edition 300g packs of Original, Light as well as Garlic and Herb will reveal images of cooked meatballs, macaroni cheese with ham and sweetcorn and chilli pasta bake. Full recipes will be given on the back of packs.
The packs hit stores on 21 May. They follow the launch of Philadelphia with Cadbury’s chocolate earlier this year. So far, 3.5 million packs have been sold.