Mary Carmichael
Kraft Foods has done a deal with Tesco to bring out an exclusive limited edition variant of its Philadelphia soft cheese brand.
The Blue Cheese spread, made with Danish Blue, will be available in the chain's stores from now until Christmas. It comes in a 150g tub at the same price as the rest of the brand's range  £1.39.
However Kraft is, perhaps surprisingly, denying that the move is designed to test the market before making the variant a permanent addition to its usual Philadelphia branded repertoire.
"It has been introduced to add seasonal interest to the soft cheese sector and to meet consumers' demand for blue cheese products at Christmas," said a spokeswoman. The company is also staying tight-lipped about any plans for other exclusive deals in the future, with the spokeswoman declaring there were no plans to run more with Tesco or any of the other multiples in the near future.
The Philadelphia brand has a distinguished history, having been launched in the US some 122 years ago, compared with a more modest 42-year presence in the UK.
However, in that time several new variants have joined the UK portfolio, including reduced fat Light and Extra Light versions and two breadstick and dip combinations.
The portfolio also includes three other flavoured products  Tomato and Basil, Garlic and Herb, and Chive, all of which echo contemporary eating trends.
UK consumption of blue cheese is growing by around 5% year-on-year across the retail and foodservice markets, as well as in food manufacturing.
Nigel White, secretary of the British Cheese Board, said 35% of UK households bought into the sector at some time in the year.
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Kraft Foods has done a deal with Tesco to bring out an exclusive limited edition variant of its Philadelphia soft cheese brand.
The Blue Cheese spread, made with Danish Blue, will be available in the chain's stores from now until Christmas. It comes in a 150g tub at the same price as the rest of the brand's range  £1.39.
However Kraft is, perhaps surprisingly, denying that the move is designed to test the market before making the variant a permanent addition to its usual Philadelphia branded repertoire.
"It has been introduced to add seasonal interest to the soft cheese sector and to meet consumers' demand for blue cheese products at Christmas," said a spokeswoman. The company is also staying tight-lipped about any plans for other exclusive deals in the future, with the spokeswoman declaring there were no plans to run more with Tesco or any of the other multiples in the near future.
The Philadelphia brand has a distinguished history, having been launched in the US some 122 years ago, compared with a more modest 42-year presence in the UK.
However, in that time several new variants have joined the UK portfolio, including reduced fat Light and Extra Light versions and two breadstick and dip combinations.
The portfolio also includes three other flavoured products  Tomato and Basil, Garlic and Herb, and Chive, all of which echo contemporary eating trends.
UK consumption of blue cheese is growing by around 5% year-on-year across the retail and foodservice markets, as well as in food manufacturing.
Nigel White, secretary of the British Cheese Board, said 35% of UK households bought into the sector at some time in the year.
{{MARKETING }}
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