Dairylea has undergone a reformulation to a recipe incorporating all natural ingredients, supported by a new pack design.
Following research and testing and reformulation, the recipe has been designed to have the same taste, but be made with all natural ingredients – the first commercial brand of its kind to use such a recipe.
This move aims to give parents the reassurance that they can trust the ingredients in Dairylea, while still giving their children a product they enjoy.
To get shoppers more engaged with the brand, Dairylea packs will have a complete makeover, with a new, more natural-looking pack design that alerts consumers to the product’s new recipe.
And for four weeks from mid-June, promotional 140g and 280g packs of portions and triangles and 160g and 300g tubs will enable customers to try the product free by downloading a printable form from www.facebook.com/Dairylea or www.dairylea.co.uk and returning it with the receipt and pack for a full RRP refund, including postage and packaging.
The reformulation will debut in tubs and triangles, with Dairylea Dunkers following in time for back to school later in 2012 and Slices and Strip Cheese planed in 2013.
Bruce Newman, cheese and dairy marketing manager at Kraft Foods UK, said:
“Dairylea has always been a lunchbox favourite for kids and mums alike. However, we have been working hard to make it even better.
“The last two years have seen us working hard to improve its ingredients and nutritional qualities, reducing salt and emphasising the absence of added artificial colours, flavours and preservatives, in response to a consumer shift towards fresher, more natural products.
“This is an opportunity for retailers to be a part of groundbreaking innovation, which we believe has the potential to be a real driver for genuine change in the processed cheese market.”