The company said today (18 April) that the GBP3m (US$4.8m) launch is part of a wider expansion plan for its dairy brands into Europe.
Commenting on the launch, group marketing director Phil Chapman said: “This is a really exciting time for our dairy brands as we ramp up our activity in the UK, Ireland and throughout the rest of Europe. Cheestrings is a fantastic brand and a category leader in the UK and Ireland. We are confident it will do well in what is already a highly developed dairy market.”
Kerry Foods’ European push will be led by the company’s new marketing director for dairy Kelly Rafferty. She is now responsible for building the dairy portfolio’s brand across new markets, while continuing to drive growth in the UK.