Cheestrings was a fading star,Kids saw it as boring and mum as junk food.The brand needed to get its mojo back.Cue Mr Strings - a devilish brand icon who is heard, but never seen.His mischievous antics cause mayhem where ever he goes.

Oh and his calling card tells mums that "there's a glass of milk" in every Cheestring. String, string.