Kraft Foods has officially launched its Philadelphia cream cheese in France.
The billion-dollar brand, which is already marketed in around 15 European countries, will take its place on French supermarket shelves next month, following successful trials last year.
According to the US food giant, the product has been “specially conceived for the French market and with a recipe which caters to local tastes”. It wil be available in 150g tubs and four-pack 140g four-pack pots in both natural and flavourred varieties.
Philadelphia is set to face stiff competition from a number of well-established spreadable cheese brands in France – among them Groupe Bel’s Kiri and Boursin, Bongrain’s Saint Agur and Lactalis’s Rondelé. However, the fact that Philadelphia also serves as a cooking cheese will represent a new concept on the French market.