Kraft turns Parmesan into a bag charm for cheese emergencies

Kraft Natural Cheese has shrunk its grated cheese shaker into a clip-on bag accessory, giving fans a portable Parmesan supply wherever lunch takes them.

Called ‘Pocket Parm’, the miniature bottles come with colourful collectible charms and contain actual cheese.

The limited giveaway also previews three new flavours: Tomato Basil Parmesan, Garlic Herb Parmesan and Grated Cheddar.

“After all, if you can Parm almost anything, why not take the Parm everywhere?” said Dhriti Batra, Director of Kraft Natural Cheese.

Food brands have been finding their way into wardrobes for a while, from Hellmann’s mayonnaise handbag to Kraft Mayo’s Juicy Couture collaboration.

Here, the accessory doubles as a product sample. Turning a familiar shaker into something people might collect, photograph and possibly wear gives three new cheese flavours a story beyond the supermarket shelf.

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