Dairylea Dunkers Nachos

Dairylea takes flavour innovation up a nach

May 16, 2017, 11:30 am

Dairylea, the UK’s number one Snacking Cheese brand[1], is bringing a delicious new addition to its Dunkers range this spring – Dairylea Dunkers Nachos.

Available now, Dairylea Dunkers Nachos features tasty tomato salsa-flavoured mini tortilla chips to dunk into creamy Dairylea cheese.

The new dunker is set to delight shoppers with its deliciously flavoursome twist and offers an ideal way for retailers to tap into current consumer desires for a convenient savoury snack.

The Dairylea Dunkers brand is currently worth £47m[2] and is at the forefront of category growth, seeing +16%[3] growth in 2016 alone. The new product builds on the success of Dairylea Dunkers Jumbo Tubes – which is currently growing by +22%[4].

Dairylea Dunkers Nachos
Dairylea Dunkers Nachos

Elena Mallo, marketing manager at Mondelēz International, said: “Our consumer research shows that flavoured accompaniments to our Dairylea cheese provide a great opportunity for growth[5] within the range. We hope that this new innovation will bring some excitement to the chiller aisle, as well as offering consumers a snack that is not only tasty but provides a good source of calcium too[6].

“Dairylea Dunkers Nachos will be supported by a £1.4m Dairylea marketing campaign, which will build on the strong performance of our Dairylea Knights TV campaign and reach over three quarters of UK households later this year. Keep your eyes peeled for further details.”

Dairylea Dunkers Nachos 180g, Case size: 6. RRP[7]: £2.42

[1] Nielsen, Value Sales, Total Coverage, MAT data to 25.03.17
[2] Nielsen, Value Sales, Total Coverage, MAT data to 25.03.17
[3] Nielsen, Value Sales, Total Coverage, FY16 data to 31.01.17
[4] Nielsen, Value Sales, Total Coverage, MAT data to 25.03.17
[5] Dairylea equity – insight findings, Lucid People (UK) Limited, Sept 2015
[6] Each serving of Dunkers contains at least 15% of NRV of calcium
[7] Prices are recommended only. Retailers are free to set their own prices.

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