Mondelez is bidding to break into the buoyant chilled dips category after unveiling two new Philadelphia lines designed for sharing this week.
Philadelphia Flip & Dip consists of a pot of lightly whipped Philadelphia topped with Sweet Chilli, Mexican Salsa & Caramelised Onion-flavoured sauces (rsp: £1.49/130g), while Philadelphia Simply Dip is a repurposed version of the brand’s Deliciously Whipped range - launched in 2015 - consisting of a creamy and lightly textured Philadelphia in olive and herb flavours (rsp: £1.49/120g).
The Flip & Dip range brought “a fun and fresh twist to dipping”, said Mondelez, by combining a “unique ritual” whereby the product was flipped upside-down to release lightly whipped Philadelphia topped with one of three sauces.
Both product ranges went on sale nationally this week and provided “an ideal way to tap into consumer needs for a savoury snack that can be enjoyed as a delicious dip in any sharing occasion”, it added. The launches will be supported by a multimillion-pound marketing campaign during the summer.
“We know that snacking plays a fundamental role in consumers’ lives, with savoury snacking categories driving the growth within this occasion,” said Philadelphia marketing manager Elena Mallo. “Chilled dips is one of the fastest-growing snacking categories, but still has headroom for growth due to relatively low customer penetration of 51% when compared to other snacking categories.”
As the market-leading soft white cheese, Philadelphia was “ideally placed to drive consumers into the category and unlock its potential”, she added.
“With a host of seasonal sharing occasions such as picnics and barbecues on the horizon, this new innovation provides a great opportunity for retailers to drive sales as we move into the summer months.”
The total chilled dips category is currently dominated by own-label but enjoyed value growth of 6.1% to £246m during the past 12 months [Nielsen chilled dipping market, 52 w/e 9 April].