Kerry Foods’ Cheestrings brand is being extended into the cheese spreads category.

Cheestrings Spread will launch on 14 August with national listings at Asda and Nisa stores for the 125g and 250g tubs (rsp:  £1.39 and £2.25 respectively).

The launch was designed to “deliver a fun, great-tasting spread” with a variety of usage occasions from sandwiches to cooking ingredients, said Kerry Foods dairy marketing controller Lee Willett. It was aimed at mums looking for a way to “smuggle dairy goodness into their kids’ diet”, he added.

Around 55% of households with children aged between five and nine bought Cheestrings, and Willett said the brand was “perfectly placed to expand into a new category” given its position as the most frequently purchased cheese snack [Kantar Worldpanel 52 w/e 13 October 2013].

The launch will be supported by a £5m brand-wide marketing campaign that kicked off in July and features the brand’s Brave Bones Club.