By Simeon Goldstein

Kraft Foods is looking to differentiate its Philadelphia soft cheese from supermarket own-brand versions with its first major packaging redesign for 20 years.

 

The new packs, which will hit supermarket shelves in April, have an oval shape and a revamped version of the cheese's logo that has a halo-style burst of light emphasising the brand name.

 

The packs also feature a more secure lid to preserve the taste and seal in moisture, the firm said.

 

Jack Pipe, Kraft Foods UK and Ireland convenience sales director, described the sturdier tubs as "exciting progress for an iconic brand".

 

"The new packaging still boasts the distinctive branding of Philadelphia but now stands out even more on shelf," he said.

 

The rebranding will be supported by a £5.5m marketing spend including two television campaigns.

From: packagingnews.co.uk