Kavli is set to go head to head with Kraft's Philadelphia brand in the low fat cheese sector with the launch of a WeightWatchers range. Comprising a 150g low fat cheese spread with added vitamins (rsp: £1.09) and three savoury dips with Italian breadsticks (49p), the new products' tub format bears a resemblance to Philadelphia's packaging.
The newcomers will spearhead an "aggressive programme of new product development" from Kavli this year, according to marketing director Craig Brooks.
A kids' lunchbox snack with Scooby-Doo branding is due out next month and other activities are planned for later in the year.
Brooks said that the WeightWatchers products were a response to the growing demand for healthy adult, lunchtime snacks.
WeightWatchers encourages its members to work out which food they can eat by calculating its points value'.
A 50g serving of the new cheese spread accounts for one WeightWatchers point, while the cheese, cheese and spring onion and cheese and bacon flavour dips have two points each.
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