A toast to the future

30c_0513A THICKER slice of Leerdammer, custom-made for toasting, is the latest innovation from the Bel Group’s brand. Seven out of 10 UK consumers regularly have toasted cheese or a grilled cheese sandwich according to Mintel. Bel says its new line gives those toastie fans a sliced cheese that’s ideal for making their snack.
This month’s launch will be supported with an on-pack promotion offering a money-back guarantee. TV ads run later in the year.
Bel UK’s James King said: “We know that the majority of Leerdammer slice usage is currently in cold sandwiches. This NPD will help us encourage a new, complimentary usage occasion that will bring incremental growth to Leerdammer and to the category as a whole.”