Kerry Foods has withdrawn its Cheestrings Shots kids cheese to focus on its newer Spaghetti format following disappointing sales, it has emerged.

Cheestrings Shots sachets of small cheese pieces were launched in August 2009 but were superseded a year later when Kerry launched Cheestrings Spaghetti.

Kerry Foods dairy marketing manager Kelly Rafferty said part of the reason Shots had been less successful than expected was because Kerry had not invested in above-the-line support. "The market is branded and driven largely through ads," she said.

A spokeswoman for Kerry Foods added the company decided to withdraw Shots in May this year. "Cheestrings Shots have now been withdrawn from the UK, while Cheestrings Spaghetti ­continues to go from strength to strength, and is currently valued at £3m."