Dutch dairy Frico has shelved plans to launch a new cheese-snacking product in the UK because the brand name is being used for another product in this country.
Frico’s 40g Cheez’it impulse bars, which were on show in the dairy hall, comprise two 20g cheese fingers in mild and mature varieties and are also available in packs of three 40g bars.
Cheez’it was launched in
France, Germany, Spain and the Benelux countries in March where it has been proving popular.
However, despite receiving a lot of interest from British retailers, a UK launch has been delayed because the brand name must be changed, said UK country manager Leo den Hamer.
Frico plans to create a new brand name for the UK by June next year.
Den Hamer said that he believed the cheese snack, which is Frico’s first international brand, would be an exciting concept for UK consumers.
Frico’s 40g Cheez’it impulse bars, which were on show in the dairy hall, comprise two 20g cheese fingers in mild and mature varieties and are also available in packs of three 40g bars.
Cheez’it was launched in
France, Germany, Spain and the Benelux countries in March where it has been proving popular.
However, despite receiving a lot of interest from British retailers, a UK launch has been delayed because the brand name must be changed, said UK country manager Leo den Hamer.
Frico plans to create a new brand name for the UK by June next year.
Den Hamer said that he believed the cheese snack, which is Frico’s first international brand, would be an exciting concept for UK consumers.
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