Kraft Foods claims to have found a gap in the soft white cheese market and is plugging it with the launch of Philadelphia Mini Tubs.

Rolling out to stores at the end of this month, the newcomer will come in packs of four and be supported by a £2m launch which will include a TV campaign.

The rsp for the four snap-off, 35g portions will be £1.09.

Trade relations manager Easton Millar said: “Mini Tubs will attract a new consumer to the brand, the type of person whose busy lifestyle means they cannot plan culinary works of art, yet who desires a tasty product which can be easily prepared and fills a hunger gap.”

A TV campaign featuring the brand’s Philadelphia ‘girls in heaven’ tack will run for one month from May 18. Kraft’s package will also include sampling and a promotional poster campaign on sites outside multiple retailers.