Philadelphia has launched Mexican Style into retailers this month.
The limited-edition range expansion (rsp: £2.25/165g) combines the brand’s smooth cream cheese with a spicy jalapeño twist.
Philadelphia said the launch tapped into increasing demand for spicy flavours, particularly within the dairy category.
“We’ve seen a clear shift in consumer appetite towards spicy and world-inspired flavours, particularly among younger shoppers, and this launch is designed to meet that demand in a way that feels both exciting and fresh,” said Beth Williams, brand manager for Philadelphia at Mondelez International.
“By combining the creamy taste consumers know and love with a subtle jalapeño heat, Philadelphia Mexican Style offers a balanced flavour profile that works across a variety of occasions, from everyday meals to more adventurous snacking,” she said. “As a limited-edition launch, it also gives retailers a strong opportunity to drive trial, recruit new shoppers into the category and add a point of difference on shelf.”
Philadelphia Mexican Style’s launch has been supported by an in-store and social media marketing campaign designed to drive awareness and engagement.
The social campaign will include a play on the cultural crossover between spicy food and spicy fiction to target the growing ‘BookTok’ community.
No comments yet