Strings & Things has officially surpassed the £100 million RSV mark, cementing its position as a leading brand in the dairy industry. This remarkable achievement marks a significant milestone in Strings & Things journey, reflecting both consumer trust and its continued commitment to delivering high-quality, innovative products.
Over the last 12 months, Strings & Things, part of Kerry Dairy Consumer Foods, has delivered impressive category growth and incremental sales opportunities for retail partners via key category innovation, playing on the current ’90s (and more) nostalgia trend sweeping the internet and social media.
The brand has strengthened its leadership position in the dairy snacking sector, driven by significant value growth, successful innovation, and a strategic marketing focus designed to engage both core and emerging audiences. The Strings & Things brand value has surged, with Cheestrings being the primary driver of this success, experiencing an impressive +29% value growth (Circana | Jan 2025) over the past 52 weeks, leading to smashing £100m sales, (The Grocer’s NIQ data [52 w/e 28 December 2024]). The overall market share has grown from 17.2% to 20.9% (Circana | Jan 2025) in just one year, a gain of 3.7 percentage points, highlighting the brand’s increasing popularity and consumer trust.
Sarah Davies, marketing manager GB and International at Strings & Things, comments: “At Strings & Things, we’re incredibly proud of the momentum we’ve built over the last year. Our focus on offering good food made fun, continues to resonate with families, driving strong growth and increasing brand loyalty which differentiates us within the category.”
Strings & Things’ focus on innovation has been a key factor in driving category growth. The introduction of the Cheestrings Twin Pack into front-of-store meal deals has successfully expanded the brand’s shopper base and visibility. More than 50% of Twin Pack sales are attributed to young adult consumers, an emerging demographic drawn by the product’s convenience, high protein content (9.2g per pack), and the nostalgia associated with the brand. Strings & Things remains ahead of the curve and are proud to be real cheese made fun. Cheestrings contain no artificial flavourings, colours, or preservatives and are fortified with calcium and vitamins B6, B12, and D to support immunity and bone health. This makes Cheestrings a popular choice for families looking for snacks that combine nutrition, taste, and playful appeal, offering retailers a product that aligns with today’s shopper expectations.
Strings & Things is on track to deliver 100% recyclable packaging across its entire range by the end of 2025. This reinforces the brand’s commitment to environmental responsibility and supports retailers’ sustainability objectives, giving customers additional reasons to choose and trust the brand.
A significant marketing investment in 2024/25 has driven increased awareness and footfall for Strings & Things. The brand returned to TV screens and rolled out highly engaging social media campaigns designed to resonate with both existing and new consumers.
Recent activations include a high-profile partnership with ‘90s pop icon Peter Andre to relaunch the much-loved Cheestrings Pizza Flavour. The campaign capitalised on the growing trend for nostalgia, effectively engaging parents who were the brand’s original consumers and their children alike. In addition, Strings & Things partnered with leading parenting influencers for its Back-to-School campaign post-February half-term, driving further engagement and demand for the Pizza Cheestrings variant, now available at Sainsbury’s, Tesco and Morrisons.
In the dairy, more specifically the yoghurt space, Yollies has undergone a successful reformulation with a focus on sugar reduction. Since 2014, 4.8g of sugar per 100g has been removed, equating to 1.5 million teaspoons of sugar removed from Yollies products since 2022, offering retailers a healthier and reformulated option for parents seeking better choices for their children.
