Kraft Foods is relaunching its entire range of Dairylea cheeses in the UK, in a move designed to emphasise the brand’s health credentials.

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The relaunch will highlight the fact that Dairylea is made with cheese and milk and is a “good source of calcium”.


This message will be reinforced by a GBP6.5m (US$11.93m) TV advertising campaign that will run for 13 weeks with the strapline “Dairylea… it’s never grown up”.


Each pack in the range has been redesigned and Dairylea Tribites have been rebranded Dairylea Bites.


“The new pack designs have real shelf appeal, and, alongside the substantial level of media support, are likely to drive sales significantly for convenience stores,” Jack Pipe, convenience sales director at Kraft Foods, said.

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Kraft said that the relaunch is expected to increase demand for the processed cheese brand, which is already valued at GBP98m.

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