Exclusive Karen Dempsey Kids' cheese snack brand Cheestrings is extending into the "mini meal" hot snacks market. The first mini meal out of the Cheestrings kitchen is DIY Pizzas. Positioned as a "home from school and starving" kind of snack, all the ingredients come in one pack and it is something that kids ­ target age range seven to 11 ­ can make themselves. They spread pizza sauce over the base and top it with strips of Cheestrings peelable cheese. Then it goes in the microwave for 60 seconds. Rsp is £1.49. Cheestrings brand manager Tina Dagnall said that in research mums were happy to let their kids use the microwave. Dagnall added: "We're committed to npd and we've been working behind the scenes to come up with products that won't cannibalise existing Cheestrings sales." She expects to introduce further pizza flavours, plus new additions to the mini meal range, from early next year. A new ad campaign will reach TV screens by the beginning of September, timed to hit the crucial back-to-school period. A 30 second ad will promote the main Cheestrings product and a new 10 second ads will feature brand icon Mr Strings showing kids how to prepare DIY Pizza. He also invites kids to visit the upgraded Cheestrings web site. {{P&P }}

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