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.