Adams Foods is extending Mu - its exclusive-to-Tesco Cheddar brand - into cheese snacks, with the launch of Cheddar sticks and “cow pats” targeted at children.

Mu Sticks are individually-wrapped Cheddar portions, available in packs of four and eight (rsps: £1.25 and £2.30), while Mu Patz (rsp: £1.30 for a pack of 16) are Cheddar discs designed to encourage kids to start cooking by putting them on pizzas, jacket potatoes and pasta.

Both are made from 100% Cheddar and contain no added ingredients. They will go on sale in Tesco on 6 August.Their launch marks the first extension of the Mu range since its launch with six products - including block Cheddars, slices and grated cheese - last October.

Mu brand manager Rebecca Worthington said the new products were ideal for parents looking for a “fun but healthy” snack. “Our current Mu products have gone down extremely well in consumer research, with mums telling us their kids often notice them when shopping,” she said. “The disruptive, bold Mu packaging has really caught the family’s eye when out shopping, and we hope these new products do the same.”

To support the launch, Adams will conduct samplings at Alton Towers as well as running in-store activity and campaigns on Facebook. To tie in with the brand’s family focus, it is also offering a free activity booklet to help parents keep children occupied during the summer holidays.

The Mu range was developed by Adams in partnership with Tesco, where it is currently sold exclusively, but the brand is owned by Adams, which has said it will be looking to take Mu into other supermarkets in time. According to Adams, the Mu brand was worth £2.9m at the end of May.

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