Kraft's Dairylea accounted for 36% of featured space activity among the top five brands last weekend, 15 points ahead of second-placed Boursin. Asda and Somerfield allocated featured space chilled ends to the Dairylea range using save, x-for-y and bogof.

Accounting for 21% each and sharing second place was Le Groupe Bel's Boursin and Lactalis' Président.

Both were available in Morrisons using bogof and in Tesco on save.

The second of Kraft's brands to reach the top five was Philadelphia at fourth place with 14%.

Promotions were seen in Asda using save and Tesco with bogof.

McLelland's Seriously Farmy just pipped Cathedral City, Coeur de Lion and Pilgrims Choice into fifth place taking the remaining 7%, but all four brands recorded fairly even activity.

McLelland Seriously Farmy and Coeur de Lion were featured in Morrisons on bogof, Cathedral City was in Asda on special purchase and Pilgrims Choice in Sainsbury on bogof.

Though Dairylea was the most active brand over the weekend, its share of space was some way off its average for the year. It has increased its first-placed position in the year to date by five points to 55% compared with 2006, and has widened its lead over its closest rival from 31 points to 39 points.

Cathedral City has swapped places with Philadelphia in the year to date, moving up into second place but dropping one point to 16%. Philadelphia has dropped seven points to third place.

Golden Vale's Cheestrings moves into fourth place in the year to date, taking 10% of space, three points clear of Le Groupe Bel's Babybel range, which takes fifth place with 7%. McLelland Seriously Strong and Pilgrims Choice are waiting in the wings, each one point behind in joint sixth place, so a concerted push before the end of the year could see both brands move back into the top five by the year end.