Adult snacking is currently the fastest growing processed cheese segment, with sales increasing at +27%[i]. Philadelphia is tapping into this significant opportunity with the launch of a new adult snacking range in 2019.

The new Philadelphia Snacks range comprises of two variants at launch: Light & Tasty Snacks, Philadelphia Light dip with baked breadsticks, available now, and Light & Herbs Snacks, Philadelphia Light Herbs dip with wholegrain breadsticks, available March 4th. Both will be available in 3PK multipack format, while Light & Tasty Snacks will also be available in single and price-marked packs (75p RRP), available for convenience and wholesale.

“Delicious but lower calorie adult snacks are an obvious growth opportunity,” said Paola Cassinelli, Philadelphia Senior Brand Manager at Mondelēz International.

“Nearly all brands within adult snacks are in very strong growth, adding £3.8m[ii] to the category in the past year. We know that 53%[iii] of people snack on cheese between meals, meaning there’s a real opportunity to tap into the adult snacking market. Philadelphia is perfectly positioned to maximise this opportunity with a new, great tasting range of low calorie, nutritious snacks.”

The Philadelphia Light & Tasty Snacks contain only 103 calories, while the Philadelphia Light & Herbs Snacks with wholegrain breadsticks contain only 86 calories.

“Healthy snacking is one of the biggest macroeconomic snacking trends. Philadelphia Snacks are delicious but also allow consumers to make permissable snacking choices by also being low in calories. They are a truly tasty but light snack,” added Cassinelli.

The launch will be supported with above the line advertising and in-store activities throughout the spring.

Retailers will also be able to find advice on how to boost cheese sales further on

What does this mean to the retailer?

  • Adult Snacks is the fastest growing sector with sales up by a massive +27%1
  • Total Market Adult Snacks growth has added £3.8m to the sub segment vs YA[iv]
  • Light & Tasty Snack available in both 3PK multipack and single pack format. Light & Herbs Snack available in 3PK multipack format (perfect for fridge fill & impulse)

[i] Nielsen, Total Market, Adult Snacks, 26wks to 29.12.18

[ii] Nielsen, Total Market, Adult Snacks, Value Sales, 52 w/e 03.11.18 v YA

[iii] Nielsen 52 w/e 28 Feb 16 vs 52 w/e 26 Feb 17

[iv]Nielsen, Total Market, Adult Snacks, Value Sales, 52 w/e 03.11.18 v YA


Author: kimbarnard

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