The brand's first product, Cheddar Stix, will appear in supermarket chillers as part of a licence agreement with film giant DreamWorks Animation to promote their summer movie, Kung Fu Panda 2, which appears in cinemas from June 10.
Each pack will contain six 20g finger shaped portions of delicious mild, white Cheddar, perfect for snacking or for lunchboxes. Each portion is 100% British Cheddar.
"Launching a new product into a new sector is always exciting and to be able to do this with DreamWorks Animation and Po the Panda – one of their most iconic characters - is a real coup for First Milk," explained marketing director, Paul Murray.
"We are confident that the quality of our Cheddar portions as well as the innovative stand-up pack, complete with recognisable DreamWorks Animation characters gives Cheddar Stix amazing shelf stand out and will make this a winner with both children and mums and dads.
"The lunchbox and snacking sector is worth £250 million annually and is showing 5.3% growth. Some 65% of British households buy children's cheese*.
"Our research highlighted that parents want to provide their child with a healthy snack that they will actually want to eat, while children want something that tastes good and is fun," added Mr Murray.
Listings for Cheddar Stix have already been confirmed with a number of multiple retailers and will be available nationwide from early June.
Over the summer, there will also be a supporting on-pack promotion where children can claim a free Kung Fu Panda 2 lunchbox by collecting three on-pack coupon codes that they redeem on the Dairy Maniacs website: www.dairymaniacs.com. Find out more about Kung Fu Panda 2 at www.kungfupandainternational.com/intl/uk/
* Kantar Worldpanel Data: 52 w/e 20 February 2011
For further information and/or images, please contact Jill Coyle, communications manager, First Milk on 0141 847 6884 / 07825 625205
Kung Fu Panda 2 ™ & © 2011 DreamWorks Animation L.L.C. Kung Fu Panda ® DreamWorks Animation L.L.C.
1 June 2011