Western Europe
Cheese strings became a popular snack in Europe in the early 1990s. They are made from processed cheese by Kerry Group and the mascot is a cartoon character called Mr Strings. The original advert had a theme tune based on the popular song "Bend Me, Shape Me" but with different lyrics ("You got a cheese string day or night, you got a cheese string you're all right"). Originally Mr Strings was a wild cartoon character who pulled himself apart but by the late 1990s the packaging had been redesigned with a more simplified mascot. On television the original Mr Strings was phased out and replaced by an unseen character who played creepy practical jokes on teenage consumers. In the late 2000s the design of Mr Strings was changed for a third time to appear more child-friendly and was given a new catchphrase ("Hey, i'm just cheese").
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