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.
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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.
