Soft white cheese brand Philadelphia is wrapping up its product offering with a fresh new packaging design.

The brand will see fresh new branding appear across its whole range. The new pack design aligns with its new ‘savour the moment’ equity positioning which focuses on variant differentiation and fresh ingredients that can help create uplifting mealtime moments.

“We believe that this eye-catching new design will help shoppers to locate our products on shelves and will really help inspire consumers to create delicious meals and moments with Philadelphia,” said David Cameron, Brand Manager for Philadelphia.

Market research shows that Cream Cheese is purchased by 64 percent of consumers and the new branding is expected to further tap into an already active consumer base. Philadelphia currently has the highest number of both value and volume sales in the soft white cheese market.

The redesign will be supported by the ongoing savour the moment TV campaign.