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.

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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.

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