Kraft is updating the packaging of Philadelphia soft cheese for the first time in 20 years.

The company has changed the shape of its Philadelphia tubs from rectangle to oval in an attempt to set the product apart from own-brand imitators, and will be supporting the revamp with a £5.5m marketing spend.

Kraft said the new packs were designed with a more secure lid to keep the cheese fresher for longer and seal in moisture more effectively.

They would also prevent other fridge odours contaminating the taste of Philadelphia, claimed Kraft Foods convenience sales director Jack Pipe.

The new Philadelphia logo would also help differentiate the brand on-shelf, he added.

"Our new packaging has the distinctive branding style of Philadelphia but now boasts even more shelf stand-out," said Pipe. "This means customers will be confident they are picking up the brand they know and trust. Our tubs will also be sturdier and more practical in shape; being curved, it's easier to get the last scrapes out of the container."

The new-look tubs will arrive on shelves from April to coincide with the marketing push, which will also include two TV campaigns later in the year.

News of the relaunch comes days after Kraft Foods announced a dramatic fall in fourth-quarter profits, with earnings dropping 68.5% over the past three months to £211m.

The company, which also owns the Dairylea brand, added that like-for-like sales growth in 2009 would be behind previous predictions of 3%-4%.