Mondelez is rolling out “moo-ing” packs of Dairylea as part of a £1.2m promotional drive to return the kids cheese brand to growth.

Sound boxes will be hidden in 10 packs of the kids cheese, which will make a moo sound when opened. Consumers that find one of the 10 special packs win a family holiday worth £10,000.

In addition, Mondelez is running a competition for 20,000 “fridge cows” - cow-shaped cheese holders - which consumers can win by entering an on-pack code into the Dairylea website. Both promotions will run from 1 March until May, and will be supported by TV ads from 14 March.

Dairylea marketing manager Louisa Bertano said she hoped they would encourage consumers to “re-engage with the brand” and return it to growth.

“The full-year figures for Dairylea still show a decline in sales, but the rate of decline has been slowing ever since we relaunched with an all-natural recipe, and we are confident we will be back in growth this year,” she added.

Mondelez reformulated Dairylea to an “all-natural” recipe last summer, replacing emulsifying salts with lemon juice and baking soda.