BrandOpus has designed the branded packaging for Chedds—a new kids snacking range from the nation’s favourite cheese brand, Cathedral City.

Dairy Crest, the UK’s leading dairy company, is set to transform the Kids’ Cheese Snacking category with Chedds, which launches across the trade from August, in time for the ‘back to school period’ supported by £3-million campaign.

BrandOpus embraced and developed the concept of a mouse character across the packaging, to inject streetwise personality and appeal to the product which offers kids a new and more exciting way to enjoy delicious real Cheddar. The mouse was also brought to life across the inner packaging, showing him enjoying a range of activities and presenting a different image each time kids reach for Chedds.

BrandOpus retained the distinctive red of Cathedral City within the design, reassuring mums that Chedds too offer a 100% natural product, a real point of difference within the Kids’ Cheese Snacking category, which although valued at £305.6m, has suffered an image problem in recent years with some existing branded offerings being perceived by mums to be processed and unnatural.

Paul Taylor, creative director, BrandOpus says: “We had great fun bringing the mouse character to life across all the various executions and inner packs which we hope kids will love and mums will trust”.

Chedds builds on the existing successful partnership between BrandOpus and Dairy Crest which has also seen the successful relaunch of Country Life and Clover.

Gemma Baggaley, Group Brand Manager-Kids at DairyCrest says: “We believe the Chedds design will be very distinctive within the Kids’Cheese Snacking Category. It communicates 100% Cathedral City for mums and fun for kids”.