star wars cheestring

Kerry Foods has launched a Star Wars-themed on-pack promotion across its Cheestrings portfolio.

The limited-edition packs, rolling out this week ahead of the Star Wars: The Force Awakens release on 17 December, feature character imagery and include collectable cards and Cheestrings packaged to look like lightsabers. Initially launched with Asda, the packs will be rolled out more widely on 14 November.

The promotion would attract new consumers as well as encourage existing consumers to buy the snack more frequently, said Tom Willcock, kids’ dairy snacks marketing manager at Kerry Foods, who added the free Topps cards added “real value”.