Philadelphia cream cheese debuts plant-based spread in the USA
Philadelphia, the cream cheese brand, has announced the nationwide rollout of its first-ever plant-based spread offering. With more than half of people looking to add more plant-based products to their diets, Philadelphia brings a new creamy, spreadable experience to the plant-based category.
Prior to Philadelphia entering the category, less than half of people that tried plant-based spreads became repeat customers. After seeing repeat purchases almost double versus the category average during a successful regional test market, 'Philly' fills that gap by delivering on the taste, texture and ingredients that plant-based cream cheese lovers are craving. As the original flavor outperformed the category, the brand is excited to offer two new best-selling flavors as part of the nationwide launch: Strawberry and Chive and Onion.
“To be the first mainstream cream cheese brand launching a plant-based spread option with widespread accessibility across the USA is an important milestone for Philadelphia and our fans,” said Keenan White, Senior Brand Manager, Philadelphia at the Kraft Heinz Company. “Whether on their morning bagel, a veggie pairing for lunch or a delicious dip creation for snack time, we are proud to provide consumers with a delicious product that fits their lifestyle.”
The nationwide launch comes on the heels of a successful regional test market in the Southeast USA last year, with 70% of purchasers saying the product exceeded their expectations. Furthermore, Philadelphia Plant-Based spread is already claiming its stake in the category, ranking as the fourth top-performing plant-based cream cheese in the Southeast and sixth in the nation despite only being available in one region.
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