Entering The Plant-Based Category

Philadelphia Cream Cheese, Plant-Based

Philadelphia, the brand that set the cream cheese standard for over 150 years, has announced its first-ever plant-based spread offering nationwide rollout in the USA. With more than half of people looking to add more plant-based products to their diets, Philadelphia brings a new creamy, spreadable sensory experience to the plant-based category for fans to enjoy coast to coast.

Before Philadelphia entered the category, less than half of those who tried plant-based spreads became repeat customers. After seeing repeat purchases almost double versus the category average during a successful regional test market, Philadelphia fills that gap by delivering the taste, texture and ingredients that plant-based cream cheese lovers are craving. As the original flavour outperformed the category, the brand is excited to offer two new best-selling flavours for the nationwide launch, Strawberry and Chive & 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 its 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 percent 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.

Philadelphia's Plant-Based spread reinforces Kraft Heinz's goal to bring plant-based offerings to the masses. Boasting an ingredient list free of dairy, lactose and gluten, fans can find Philadelphia Plant-Based spread at grocery retailers across the USA starting this month.