The company has changed the recipe of its cheese snack, removing the small amount of flavouring used in the product, so that it is now 100% cheese.
Packs will carry a flash highlighting the cheese content to convince parents of the brand’s natural formulation.
In addition, the company is adding a White Cheddar variant in April, which it said would be a clear entry point for new consumers
(rsp: £1.09 for four and £2 for eight).
Peter Elvin, marketing controller for cheese snacks at Kerry Foods, said the relaunch would reassure people about the product’s nutritional value.
“There was confusion among young parents who thought the brand contained a lot of additives. It is 100% cheese and we believe we will see considerable growth by better communicating this,” he said.
TV advertising, including a year’s tie-in with weekend kids’ show Holly and Stephen’s Saturday Showdown and new adverts breaking in April, will form part of a £5m campaign for the brand.