Our Story
THE NATIONāS FAVOURITE CHILDHOOD SNACK HAS BEEN DELIGHTING THE TASTES OF KIDS AND PARENTS FOR OVER 20 YEARS!
1996
Mr. Cheestrings invented a string cheese product that he knew would revolutionise lunchboxes in the UK.
Cheestrings launches in Britain & Ireland with a new TV advert and product taglineĀ āReal A-peelable Cheeseā.Ā Introducing new delicious and fun flavours such as Cheddar, Twister, Smoky Bacon and Pizza, Cheestrings went viral with sales of ā¬16 million in the first year.
2001
Kids find the fun in everything, even packaging! In 2001, we discovered that kids were playing with our packaging using the numbering system printed on each Cheestring as a game with friends in the playground. Since then, we have actively designed games and trivia on the packaging, adding another layer of entertainment and fun to nourish kidsā imaginations.
2002
Cheestrings has always been about creating fun. In 2002, we actively started to promote how our brand brings fun for kids at school. Take a look for yourselfā¦
2004
1 in every 2 UK households with children were Cheestring consumers, and so Cheestrings expanded across the English channel to France. The brand rebranded as āFicelloā and launched Gouda Emmental Cheese Mix. And International expansion didnāt stop thereā¦
2010
2011
Another amazing year start for us in 2011 we launched in Germany and Belgium and added our new Cheestrings Spaghetti to our product offering. Cheestrings Spaghetti was the shape and thickness of spaghetti but made with cheese, heated and stretched like mozzarella. It was an exciting new approach to cheese, and can be twisted, rolled, plaited and strung, making them an exciting lunchtime snack.
2013
As we grew and expanded in the early 2010ās we continued to go from strength to strength with further expansion into Poland and Austria. We also launched the new Pizza flavour Cheestrings!
2014
The launch of the worldās first yoghurt on a stick ā Yollies! A delicious fruity yoghurt on a lolly stick, offering an exciting way to get calcium and vitamin D into childrenās diets.
2015
Anyone remember The Brave Bones Club? Of course you do! Our club was built to inspire kids to be a part of a creative platform that encourages bravery through active play.
2019
Cheestrings was brought into a Masterbrand ā Strings & Things. Cheeshapes launched into the market in 2019, which was the first product that moulded 100% real cheese into fun shapes!
2024
2024 is an exciting year for Cheestrings! We’re expanding our range for even more cheesy goodness. Introducing our new food-to-go Twin Pack option and Variety Pack and by popular demand, we’ve brought back our iconic Cheestrings Pizza flavour!
2025
NOW THEREāS A WHOLE RANGE OF STRINGS & THINGS
Cheestrings has evolved into āStrings & Thingsā the new Masterbrand for our entire portfolio of fun and healthy snacks for kids, providing parents with a fun and great tasting alternative to crisps and chocolate for their kids to snack on. Now with the addition of our new Munch Mix and the release of our new FNNN advertising campaign.