Lactalis UK & Ireland is expanding its Leerdammer portfolio into the cheese snacking category with the launch of Leerdammer Mini Cubes, a new bite-sized product aimed at capitalising on growing demand for convenient snacking options.

Made using Leerdammer Original cheese produced in the Netherlands, the cubes are designed for adult snacking, grazing and sharing occasions.

According to Lactalis UK & Ireland, the launch comes as cheese snacking continues to grow, with the segment increasing 13.3% year-on-year. The company said the new format is intended to help expand Leerdammer beyond its traditional sliced cheese offering while targeting additional consumption occasions.

According to the company, Leerdammer Mini Cubes are targeted at ABC1 adults and families, as well as consumers seeking an alternative to cheddar. The cubes are made with 100% cheese and contain no artificial additives.

Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, said: “Cheese snacking is becoming an increasingly important part of the category, as shoppers look for products that balance convenience, quality and great taste".

“Leerdammer Mini Cubes bring our distinctive mild, nutty flavour into a new format designed for everyday grazing and sharing occasions. As well as extending Leerdammer beyond slices, the launch gives retailers a compelling branded proposition in a growing part of the fixture.”

The launch will be supported with in-store marketing activity, including aisle fins and shelf barkers designed to drive shopper awareness and trial.

The new product is available in Morrisons stores in a 110g resealable pack for £2.