August 27, 2008

Kraft Foods to Reintroduce Dairylea Brand

Food and drinks firm Kraft Foods will be reintroducing its cheese brand Dairylea, according to Talking Retail. This relaunch will be supported by a GBP6.5 million TV campaign.

The company will promote the brand as a good source of calcium. The TV campaign, which will run with the 'Dairyleait's never grown up' strapline, is designed to reassure mothers that Dairylea is good food that their children like to consume.

The company has fully transformed every pack in the Dairylea range. As a result, the products will now sport new packs and logos. The company has rebranded and reformulated Dairylea Tribites. In line with this, the product is now called Dairylea Bites and contains no artificial colors, flavors or preservatives.

Jack Pipe, convenience sales director at Kraft Foods, said: "Customers young and old have fond memories of Dairylea, which has been enjoyed across the generations for more than 50 years, and the relaunch celebrates its place in British family life. It also shows mums that we understand the need for food that their children will enjoy eating, while still getting the benefits of calcium."