Cheestrings, the UK based cheese snack brand, is launching its latest product line – Cheestrings Spaghetti – into independent retailers for the first time.
The range, which has previously only been stocked in major supermarkets, will be rolled-out in over 4,000 independent retailers from 26 March, in a move designed to coincide with the Easter break.
Cheestrings Spaghetti will be available in packs of four, individually wrapped, 17g portions, and will go on sale at a recommended retail price of £1.79, a price-point in-line with its major peers.
Cheestrings Spaghetti was launched in September 2010 with the kids’ lunchbox market in mind and last year achieved sales of over £3m.
By expanding into the independent retail market, Cheestrings hope to build on this success, and will support the launch with an extensive, multi-million pound marketing campaign, which will launch in April.
Cheestrings Spaghetti is the shape and thickness of spaghetti but made with cheese, heated and stretched like mozzarella.
It represents an innovative approach to cheese, and can be twisted, rolled, plaited and strung, making them what the brand hopes will be an exciting lunchtime snack.
The product is the latest in a line of innovations from the Cheestrings brand, all of which are designed to engage, whilst at the same time delivering a source of calcium.