Kraft Foods is extending its Dairylea brand into sweet products for the first time with the launch of Dairylea Dunkers Fromage Frais later this month.
The snacking product includes fromage frais yoghurt and fruit pur?with mini digestive biscuits for dipping. It will be positioned in line with other Dairylea products as a good source of calcium – the company claims that the product provides a third of a child’s recommended daily intake.
There are two flavours in the range, strawberry and peach, and the biscuits are embossed with the face of the Dairylea cow. The range will be supported by a 4m advertising campaign, which will include TV and is also expected to feature the Dairylea cow character.
Kraft is also launching a sliced cheddar cheese product under the Dairylea brand, which will also be aimed at children. There will also be a grated cheese variant. The brand already has a range of strip cheese, which is positioned as a lunchbox product.
The range, which will also be launched this month, will receive 2m in marketing investment.
Kraft has been working to make Dairylea a healthier brand by reducing levels of fat and salt across the range. It is also promotes its brand in line with a healthier and active lifestyle.