The line features “thicker slices and a richer, creamier recipe”

The line features “thicker slices and a richer, creamier recipe”

Groupe Bel has launched a range of Leerdammer 'Toastie Slices' that it hopes will tap into the UK consumer demand for hot snacks.

The line features "thicker slices and a richer, creamier recipe" for better melting, which the French firm said is "perfect for creating convenient hot cheese snacks". The slices will be available next month.

The launch will be supported with an on-pack promotion offering a 'Money Back' guarantee. TV advertising will also support the launch later in the year.

"We know that the majority of Leerdammer slice usage is currently in cold sandwiches - this exciting piece of NPD will help us encourage a new, complimentary usage occasion that will bring incremental growth to Leerdammer and to the category as a whole," said Bel UK marketing director James King.

Show the press release

 

Leerdammer offers up warm and Toastie NPD

 

Leerdammer, the No. 1 brand in the natural sliced cheese segment1, is launching Leerdammer Toastie – a brand-new, innovative product set to tap into British enthusiasm for snacks such as cheese on toast and toasted cheese sandwiches.

 

With thicker slices and a richer, creamier recipe for better melting, the new line is perfect for creating convenient hot cheese snacks. Cheese on toast remains a popular usage occasion in the UK, with almost seven in 10 consumers eating cheese in this way, achieving almost universal popularity across genders, age groups and socio-economic groups2.

 

Eating cheese on toast or a hot cheese sandwich is the second-biggest cheese consumption occasion in the home3. Leerdammer Toastie will not only expand the brand’s range, but also bring these popular usage occasions to the natural slices category, which has enjoyed solid growth of 5% in the last year4. Leerdammer has grown volume sales of its Original and Light slices by 8% in the last 12 months5.

 

Launching across the market from May, Leerdammer Toastie will be supported from launch with an on-pack promotion offering a Money Back guarantee. A burst of TV advertising is set to support the launch later in the year.

 

James King, Bel UK Marketing Director, says: “We know that the majority of Leerdammer slice usage is currently in cold sandwiches – this exciting piece of NPD will help us encourage a new, complimentary usage occasion that will bring incremental growth to Leerdammer and to the category as a whole. We are committed to supporting the launch with our Money Back guarantee and a TV advertising campaign to air later in the year.”

1 Nielsen MAT 02/02/13

 

2 Mintel Cheese Report October 2011

 

3 Mintel Cheese Report October 2011

 

4 Nielsen MAT 02/02/13

 

5 Nielsen MAT 02/02/13

 

 

Original source: Bel UK