In a bid to boost sales of its $14 billion cheese business.

In a bid to boost sales of its $14 billion cheese business, Kraft sustenances will put a new spin upon kids' snack cheese with the April launch of peel-and-eat line Rip-Ums. The produce will be the first nationally distributed cheese-snack brand in a regional category; Kraft is also renaming its regional brands with the ``Ums'' moniker.

Cheese accounts for 12% of Kraft's U incomes and as much as 20%