Like Heinz and its Baked Bean Sausages, Kraft Foods has also realised the potential for combining its major brand with another food item to make a finished product.

The company has this month launched Philadelphia-branded sandwiches, which all contain its soft cheese brand as a main ingredient.

Kraft has joined forces with Greencore Sandwiches for the venture. Together they have developed three Light Philadelphia-based varieties. These are the cheese with dry cured ham on malted bread, with smoked salmon on poppy seed bread, and with roasted red and yellow peppers on multi-seed malted bread.

The sandwiches are part of Kraft's continued bid to bring its profitable Philadelphia brand into new areas to encourage snacking among women. It has already successfully launched the cheese in mini pots for single serve consumption and with bread sticks to dip with.

The sandwiches are packed in quarters to make them stand out on the shelves.