News

Jones Knowles Ritchie (JKR) has redesigned the packaging for Cheestrings to communicate the product's natural credentials.

The new design for the children's cheese snack features a softer cloud-shaped logo bearing the words ‘all natural' and a revised ‘Mr Strings' character.

JKR co-founder Andrew Knowles said: "The aim was to give mothers complete confidence in the product's naturalness and give kids kudos in the playground when they have Cheestrings in their lunchbox. We want happy mums and happy kids."

The new look, which will be in stores from next month, will be extended to the individual Cheestrings wrappers. Each stick will feature a different character illustration and fun fact, with 96 different designs created.

The outer packs carry an icon highlighting that each stick is made with a glass of fresh milk, to appeal to parents buying the snacks.

Knowles added that the new ‘Mr Strings' was designed to look "more playful and witty, rather than strident and super active".

Alcan in Dublin prints the packs for the Original, Light, Twisted and White variants.

Cheestrings is currently worth £50m and accounts for 31% of the children's cheese snacks market.