Cheestrings Spaghetti—Cheese Strings for Imaginative Kids

30 July 2010 | By Anna Rudenko

The British company Kerry Foods is expanding the portfolio of its Cheestrings snack brand with the launch of Cheestrings Spaghetti, which is actually cheese in the form and thickness of conventional spaghetti. The new product will come on the shelves in the bright and attractive lunch-box packages designed by the jkr agency next week.

The challenge was to create a design, which would “capture kid’s imaginations by making lunch more fun” and be fully based on the brand’s light-hearted nature. “The Spaghetti pack represents a natural evolution of the core range and Shots design, where we used Mr Strings to communicate the nature of the product. We used his hair to bring to life the product and drive engagement and fun using the back of pack,” comments Adam Swan, a designer at jkr.

“We are delighted that we have pushed the boundaries for both product innovation and structural format for Spaghetti. The new packs will ensure that we break category conventions and provide both a fun and engaging format for kids combined with a lunchbox friendly solution for mums. A true innovation that you would expect from Cheestrings,” added Emily Pickard, Cheestrings Brand Manager.

Last August the company launched a product called Shots Cheestrings in the Amcor Stickpack.

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