Kerry Foods has revamped its kids’ dairy snacking range with the creation of new masterbrand Strings & Things.
The brand will start rolling out in Morrisons on 11 March, followed by other major retailers over the coming weeks. It will be supported by a £4.4m marketing push, starting in April, including two bursts of TV advertising.
Kerry’s Yollies and Cheestrings ranges will be brought under the Strings & Things umbrella, alongside new range Cheeshapes, which will also go on sale next week in two variants.
Strings & Things would “futureproof” Kerry’s snacking brands, said marketing manager Anna Moore, and would give it a “strong platform to launch innovation” while also “amplifying the brand’s fun appeal”.
Cheeshapes is pitched as an alternative to crisps and chocolates for lunchboxes, and will be available in ‘Randoms’ and ‘Icons’ variants, with shapes varying from funny faces and unicorns to pieces of fruit (rsp: £1.50/3x22.5g pack).
“Cheeshapes is a truly innovative product with more than just a nutritious purpose,” Moore added. “The shapes have a wide appeal and encourage kids to use their imagination.”