dairylea dunkers nachos

Mondelez has expanded its Dairylea Dunkers range with the launch of a new Nachos variant.

The NPD features tomato salsa flavoured mini tortilla chips and Dairylea cheese, offering consumers a “flavoursome twist” on standard dunkers (rsp: £2.42/180g).

Available in supermarkets from 1 May, the launch will be supported by a £1.4m marketing campaign, which Mondelez hopes will reach over three quarters of households this year.

The Dairylea Dunkers brand is currently worth £47m, after value sales grew by 16% in 2016 [Nielsen 52 w/e 31 January]. Dairylea hopes the NPD will follow the success of Jumbo Tubes, which has seen value sales grow by 22% in the last year. “Our consumer research shows that flavoured accompaniments to our Dairylea cheese provide a great opportunity for growth within the range,” said Elena Mallo, marketing manager at Mondelez International. “We hope that this new innovation will bring some excitement to the chilled aisle, as well as offering consumers a snack that is not only tasty but provides a good source of calcium too.”