PHILADELPHIA Says TRY IT ON With New Interactive Site

It's time to 'TRY IT ON' with the launch of a consumer website dedicated to PHILADELPHIA Cream Cheese Australia/New Zealand.

For the first time, consumers will be able to experience the world of PHILADELPHIA Cream Cheese in an interactive online space. At the touch of their fingertips, food lovers will have access to everything PHILADELPHIA - including cooking tips, more than 700 recipes and product information.

PHILADELPHIA Brand Manager, Sarah Fagan, said: "The website is built around PHILADELPHIA's versatility, providing quick and easy access to a broad range of recipes, while allowing an interactive experience where consumers can engage with the brand, and other PHILADELPHIA users.

"We understand PHILADELPHIA Cream Cheese consumers are seeking healthier meal options but are often time poor during the week, with more time during the weekends. As a result, the website provides inspiration for a wide range of cooking occasions, plus insightful search capabilities such as finding recipes based on how long they take to prepare," she said.

PHILADELPHIA lovers can also be brought into the inner sanctum by becoming a 'My Philly' member - membership is free, and it's here consumers will know about new cream cheese products first, have access to inspiring new recipes, be a part of exclusive competitions, and interact with fellow members. What's more - extra options, such as, bookmarking favourite recipes, adding comments, tagging recipes with 'I tried it', and creating your own online PHILADELPHIA Cream Cheese recipe book, make the website a hub of useful information and engaging experience.

About Kraft Foods Australia:
Kraft Foods Limited is an Australian subsidiary of Kraft Foods Inc., the largest branded food and beverage company in the United States and the second largest worldwide. Kraft Foods markets many leading food brands in Australia and New Zealand, including VEGEMITE, KRAFT SINGLES, KRAFT NUTS Peanut Butter, PHILADELPHIA cream cheese, and TOBLERONE chocolates. Established in 1926, Kraft Foods' Australia/New Zealand business is headquartered in Melbourne.

For media enquiries please contact:
Greta Cooper,
Media and Communications Advisor,
Kraft Foods Australia/New Zealand,
P: +61 (0)3 9676 5589

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