Our MD Lawrence explains the challenge thus, "Kerry LowLow cheese performs brilliantly in terms of taste and meltability for a lower fat cheese. However, the low fat cheese sector doesn't exactly have a great reputation when it comes to delivering on natural cheese taste. As a brand name, Kerry LowLow certainly does the job of putting the consumer in the lower fat zone, so the packaging has to work incredibly hard to exude its genuine great taste and naturalness.
"At last the category will have a genuine brand whose core proposition is about lower fat with all the taste of a real cheddar, which consumers can feel good about. The packaging has set out to position itself in this single minded way."
