About the product
Philadelphia Sweet Chilli Philly is an Australian initiative focusing on an existing consumer habit, the product is a self-saucing portion of Light Philadelphia Cream Cheese with sweet chilli sauce.
Simply peel off the lid, tip the tub upside down and lift to see the sauce ooze over the Philadelphia Cream Cheese. It’s this innovation in packaging that is driving sales results.
Focusing on convenience, this pourover is suitable for entertaining friends or as an indulgent snack.
Sweet Chilli Philly daily sells 10,000 tubs.
Total retail sales have hit $7.5m and Chilli Philly’s share of market has already reached 19%.
Ingredients
Philadelphia Sweet Chilli Philly is a self-saucing product in a tub comprising sweet chilli sauce at the bottom and Light Philadelphia Cream Cheese.
There were several challenges that Kraft faced when developing this product.
The most important was to ensure the processor had the best tasting sweet chilli sauce to compliment the Philly cream cheese.
Extensive research was undertaken looking at various component and features of several brands of Sweet chilli sauce.
Based on consumers feedback there were many factors that were extremely important to consumers.
Taking all the research and the consumer insights into account Kraft were able to ascertain which brand of sweet chilli sauce would best suit this new product.
Research also indicated the need to ensure this product was appealing to the health conscious consumers of today.
Kraft thought it would be an ideal product to use Light Philadelphia. This was tested with the sweet chilli sauce and consumer research was undertaken to ensure the two products worked well as an overall combination.
Processing
As this product has two layers, it is important that the two-shot filling process provides the correct amount of chilli sauce to cream cheese ratio.
The correct ratio aids in the release of this product from the tub and also imparts the desired sensory attributes of the taste of chilli sauce with cream cheese in every mouthful.
The cooking process of the cream cheese is also important to ensure that the cream cheese does not stick to the sides of the tub.
The main technical challenge for the technicians was to ensure the two products remained separate in tub, yet perfect the dome shaped Philly Cream Cheese.
The dome adds to the over aesthetic appeal of this product, presentation being of high importance to the overall product. It was also important to ensure the sauce flows evenly over the product once flipped and removed from its tub.
Both these issues were tested comprehensively; therefore Kraft could confidently deliver and launch the high quality aesthetically pleasing product that it has.
Packaging
The final tub and membrane artwork was designed to stand out on the shelf to maximize the potential for attractive new users to the fixture and off location displays.
Of course being a new product, it was vital that consumers understood the product and knew how it was used.
Kraft placed importance on having a product shot on the front membrane of the pack. This was so people to see the actual product and see exactly what it looks like once removed from the packaging.
Export
This product is not currently exported, due to success of Philadelphia Sweet Chilli Philly, in the Australian food marketplace.
Kraft International is currently exploring opportunities to export this product in the future.
Marketing
Consumer research indicated to Kraft, that Sweet Chilly Philly will become a very popular product, as it’s more exciting than a normal dip and has innovative packaging that is appealing to consumers.
The National integrated media campaign was imperative to the success of this product; Kraft’s objective was to tell as many people as possible about this product to ensure it was a success.
A multi-million dollar campaign was executed, with various media vehicles to attract a wide audience. The topical advertising was implemented to encourage repeat usages over several occasions.