Kraft Foods is relaunching Dairylea in a bid to remind mums about the "goodness and magic" of the brand.

The move highlights the fact that Dairylea is made with cheese and milk and is a good source of calcium. The relaunch is backed by a £6.5m TV campaign which includes the strapline "’s never grown up".

The packs and logos have been given a fresh look and Dairylea Tribites has been rebranded Dairylea Bites and now has no artificial colours, flavours or preservatives.

Jack Pipe, Kraft Foods convenience sales director, says: "It shows mums that we understand the need for food that their children will enjoy eating, while still getting the benefits of calcium."

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