Dairylea is introducing three new products across its Snackers, Lunchables and Dunkers ranges including its first price-marked pack on the Snackers range.
Dairylea Snackers with Cadbury Giant Buttons combines a savoury snack with a sweet treat.
The 76.8g packs contain Dairylea cheese slices and crackers, with Cadbury Giant Buttons and will be available in price-marked and non-PMP packs – the first Snackers pack to be available in PMP.
“Buttons are the UK’s number one kids confectionery brand and are the perfect choice to continue the Snackers success story,” said Rebecca Prout, senior brand manager for Dairylea at Mondelēz International.
“Snackers delivered incremental sales to the category when we launched last year and we anticipate real excitement around this new combination of two key brands.”
Dairylea is also expanding its Dunkers and Lunchables range from the first week of April with two brand new launches.
Dairylea Dunkers Cheesy Cones are available from April 1st in packs of 4x 40g. Each portion is less than 100kcal, reflecting the growing consumer focus on health and balance.
“Kids Snacks are growing at 4% and account for the largest share of the processed cheese category at 31%. Cheesy Cones have tested really well with consumers due to their crunchiness, taste and scoopability, so we’re confident of driving real success to the category,” said Prout.
Dairylea looks to grow the Snacking Kits segment with a new Streetfood sub-brand for its Lunchables range. Combining Dairylea with mini pizza bases and tangy pizza sauce, Dairylea Lunchables Streetfood Pizza are available in 65g packs from April 8.
“We conducted extensive research into how to innovate Lunchables, and the unique combination of Dairylea Cheese, mini pizza bread and pizza sauce came out as the top concept from consumers,” added Prout.
“With these three exciting and innovative launches, we are confident Dairylea will continue to be the driver of growth in the processed cheese snacking category.