Dairylea Rippers, a harder, fraying, stick version of the bestselling cream cheese, will start rolling out to retailers from now. Multipacks of four and eight will carry rsps of £1.09 and £1.99 respectively.
At the same time, the company is launching Dairylea Tribites, triangles of firm cheese sold five to a net (rsp: £1.19).
Both newcomers, aimed at the £3.1bn lunchbox market [TNS], will get their own TV ad.
Easton Millar, trade relations manager at Kraft, said: “We are always looking to grow the market with new formats.”