Kraft relaunches Dairylea as ‘all natural’ cheese

The Cadbury and Belvita owner claims that reducing the cheese to seven ingredients from 12 three years ago will make it a more healthy product.

Kraft is supporting the launch with outdoor media, press, digital, PR activity over the next 12 months.

A ‘Try Me Free’ in-store sampling promotion will launch the campaign this month and will be accompanied by a Facebook scheme that lets consumers buy promotional packs and claim back what they paid for it. A TV campaign is slated for January.

In 2010, Kraft removed artificial colours and flavours from Dairylea which was followed by a 25% cut in salt a year later. It has already run activity around its ‘No colours, flavours or preservatives added’ and ‘25% less salt’ credentials this year.

Bruce Newman, Kraft’s marketing manager for cheese and grocery brands in the UK and Ireland says the development marks the latest step in Dairylea’s two-year journey to promote its “nutritional credentials for families across the UK.”

He adds: “Dairylea is a heritage brand that has nurtured generations of kids; it had lost its ‘healthy’ credentials and its place in the nation’s fridges.

“This reformulation stems from a consumer demand towards using all natural products. Our aim is to attract a new generation of consumers to the brand – as well as re-engaging Dairylea fans who have fond memories of the cheese but who may not have purchased it recently.”

Dairylea’s move comes a week after food manufacturer Kerry Foods relaunched its Richmond Ham range as a ‘100% all natural’ product in a bid to meet growing consume demand for products made from natural ingredients.

The cheese contains skimmed milk, butter, cheese, whey powder, lemon juice, milk proteins and baking soda. The relaunch will also extend to the brand’s cheese triangles and Dunkers products later this year.

The new pack has been developed in partnership with design agency Holmes & Marchant