New Philadelphia products target savoury snacking market

New Philadelphia products target savoury snacking market

Mondelez International is launching a line of dips under its Philadelphia cream cheese brand in the UK.

The company said the Philadelphia Flip & Dip range "brings a fun and fresh twist to dipping... whereby the product is flipped upside-down" to release Philadelphia topped with one of three sauces: Sweet Chilli, Mexican Salsa or Caramelised Onion.

In addition, the brand is launching Philadelphia Simply Dip - packs of Philadelphia in Olives and Herbs variants.

Mondelez marketing manager Elena Mallo said: "We know that snacking plays a fundamental role in consumers' lives, with savoury snacking categories driving the growth within this occasion."

Mallo said research by Kantar showed "chilled dips is one of the fastest growing snacking categories" but said it "still has headroom for growth due to relatively low customer penetration - 51% - when compared to other snacking categories".

Flip & Dip and Simply Dip are both available in packs of six at an RRP of GBP1.49 (US$1.92) per pack.

Asked which retailers would be listing the products, a spokesperson said they were "available for retailers to order this week".

Philadelphia is one of a clutch of grocery brands owned by US-based snacks giant Mondelez, home to Cadbury chocolate and Oreo biscuits.

Last year, reports claimed Mondelez was mulling the sale of its European grocery business, including Philadelphia.

However, no transaction occurred. In January, when Mondelez sold a clutch of its Australian and New Zealand grocery brands, including the spread business Vegemite, the deal excluded Philadelphia, which the company described at the time as one of its "power brands", a range of products that also includes Cadbury and Oreo.