Kraft Foods has announced the launch of Philadelphia Splendips snacks, which, it says, have been developed to provide consumers with a tasty all-in-one dipping snack that’s just a little bit more virtuous than many of the traditional snacking options available.
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Splendips will be available in store from 15 August 2005.
Kraft Foods is already a proven performer in the cheese snacking sector with the Dairylea brand (growing at 16% AC Nielsen 52 wks MAT to 25/06/05) and the launch of Philadelphia Splendips looks set to add value to the sector by extending its appeal to more consumers.
Philadelphia Splendips snacks are available in three flavours; Philadelphia Splendips Chives – crunchy chive crackers with reduced fat chive Philadelphia and tomato chutney dip, containing 160 calories and 4.4gm of fat; Philadelphia Splendips Nachos – crispy nachos, reduced fat Philadelphia and mild salsa dip, containing 150 calories and 6.5gm of fat; and Philadelphia Splendips Cheesecake – crunchy mini digestive biscuits, reduced fat cheesecake flavour Philadelphia and raspberry coulis, containing 196 calories and 6.9gm of fat.
“Kraft Foods’ in-depth research has shown that female consumers want a snack that is tasty and filling, and at the same time, lower in fat and calories than traditional snacking options,” said Sarah Petts, communications manager. “At the moment many of the perceived “healthier” snacks on the market, such as rice cakes and cereal bars, are identified by consumers as being boring or too small and not filling. At the other end of the scale, there is a huge range of products that are seen as tasty, but too high in fat and calories. Additionally, we found that whilst consumers love dipping snacks because they offer a variety of tastes and textures, they can also be problematic as the temptation to over-indulge with a sharing –size pack is strong. Women tell us their ideal snacks are portion controlled and individually packed just for them.”
“Based on our research, we estimate that 50% of Philadelphia Splendips consumers will be new to the Philadelphia brand,” she said.”
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By GlobalData
