Simon Mowbray
Golden Vale is to have a snack attack with its children's Cheestrings brand, launching three new products next month.
Heading the line-up of new offerings will be Attack-a-Snak, an any time treat targeted at the light snacking market.
Keeping with the theme that children should feel free to play with their food, Attack-a-Snak allows kids to make a DIY recipe using a selection of ingredients. It comes in three varieties ­ chicken with a tortilla wrap, ham with tortilla wrap or ham and crackers. Each includes a single Cheestring, Heinz Ketchup and a napkin.
Also joining the range are Cheestrings Minis (a pack of six Cheestring varieties), and Tornado ­ a cheddar-flavoured twisted Cheestring.
All three additions will be supported by a new TV campaign and promotional activity this autumn.
"Over the next five years a high level of investment in Cheestrings will underpin our position as a major player in the cheese snack market," said brand marketing manager Jane Hammond.