International: Mondelēz unveils new packaging for its Philadelphia cream cheese

Mondelēz International-owned cream cheese brand Philadelphia has been given a packaging redesign to focus on the product’s fresh ingredients. The cheese will see new branding appear across its whole range in the UK.

The new pack design aims to align with Philadelphia’s new ‘savour the moment’ equity positioning which focuses on variant differentiation. The redesign will be supported by the ongoing ‘savour the moment’ TV campaign which was announced earlier this year and includes a £5.3 million spend.

Mondelēz said that cream cheese is purchased by “64% of UK consumers” and it hopes the branding will catch consumers’ eyes and increase shopper interest.

Philadelphia brand manager David Cameron said: “Philadelphia is a favourite with consumers and has the highest number of both value and volume sales in the soft white cheese market. “We believe that this eye-catching new design will help shoppers to locate our products on shelves and will really help inspire consumers to create delicious meals and moments with Philadelphia.”...

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