A New Format for Cream Cheese
The most striking thing about this concept is not the flavour, but the format. The “Bagel Glide Stick” reimagines Philadelphia cream cheese as a solid, portable stick, housed in a large, twist-up applicator reminiscent of a Pritt Stick. This design directly addresses the inconvenience of spooning cream cheese from a tub, eliminating the need for a knife and making it a potential travel-friendly option for office breakfasts or packed lunches.
The packaging shows the classic Philadelphia blue branding, but with a clear plastic cap over the product itself. Application appears to be as simple as uncapping the stick and swiping it over a bagel half. This kind of format innovation is common in other markets but has yet to see a wide release in the UK’s chilled aisles. It prioritises convenience over the traditional shareable tub format, suggesting a product aimed at individual use.
The M&S Flavour Partnership
The choice of flavour signals a significant brand partnership. “M&S British Maple Cured Bacon” brings together the mass-market appeal of Philadelphia with the premium, specific flavour identity of Marks & Spencer. M&S has a long-established reputation for its own-brand food lines, often highlighting the provenance of its ingredients—in this case, “British” bacon. This co-branding would leverage the supermarket’s credibility to elevate a household staple.
The flavour itself, maple-cured bacon, is a classic sweet-and-savoury combination that fits squarely within the breakfast category. It’s a departure from Philadelphia’s standard UK savoury range of Chives, Garlic & Herb, and various sweet chilli iterations, pushing into a more complex, meat-based profile.
The Chilled Aisle Context
This product would enter a competitive space. The chilled savoury spreads aisle is dominated by foil-lidded tubs designed for sharing and multi-use. Brands like Boursin and Rondelé focus on garlic and herb flavours, while others lean into pâté or vegetable-based dips like hummus and taramasalata. The Glide Stick’s dual innovation—format and flavour—would set it apart.
The stick format moves it away from a dip or a shared spread and towards being a personal convenience product, much like a butter stick. The M&S co-branding, meanwhile, positions it against premium own-label products from other supermarkets. By combining a novel application method with a trusted premium flavour, the concept targets a gap in the market for a high-quality, on-the-go savoury spread that isn’t a cheese single or a small pot of pâté.
What the real range looks like
While this mockup combines two major brands, the M&S flavour partnership aligns with the supermarket’s existing chilled products. M&S currently sells its own range of dips, including an M S Flip Dip Red Pepper Cream Cheese Dip and an M S Flip Dip Basil Dip with Pesto Drizzle. A maple bacon flavour in a Philadelphia stick would extend this presence into a new format, moving from herb and vegetable profiles into cured meats.
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Frequently asked questions
- What exactly is a Philadelphia Bagel Glide Stick?
- It’s a proposed new format for cream cheese, packaged in a tube that works like a glue stick. The idea is you can twist the base and apply the cheese directly to a bagel or toast without needing a knife.
- Is this an official partnership between M&S and Philadelphia?
- The design suggests a co-branding exercise, combining Philadelphia’s cream cheese with a flavour profile from the Marks & Spencer food hall. Such partnerships often bring a premium supermarket flavour to a wider audience.
- Where can I buy the M&S Bacon Philadelphia Glide Stick?
- You can’t. The Philadelphia Bagel Glide Stick is a Snackfish, a piece of conceptual packaging design. It’s a mockup created by the online artist UK Snack Attack and is not a real product sold by Philadelphia or M&S.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI