Kraft Foods has unveiled plans to relaunch its Philadelphia cheese brand, with new packaging and a marketing push for 2009.
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From April, Philadelphia will be packaged in an oval pack, with a more secure lid to “preserve freshness”.
The Philadelphia logo has also been redesigned to feature a “halo” around the brand name.
The relaunch will be supported by a GBP5.5m marketing investment in the UK.
Jack Pipe, convenience sales director at Kraft Foods UK and Ireland, said: “The new packaging still boasts the distinctive branding of Philadelphia but now has even more shelf stand-out.”
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