Kraft Foods has smartened up its entire Dairylea range to give it a more uniform look and better shelf stand-out as well as to push a healthier message for the brand.
The new designs feature the Moo character, which is starring in a new TV campaign airing in July. The ads will communicate the message of Dairylea as an entire brand, rather than focusing on individual products.
The new packs also carry a ‘good source of calcium’ message. Kraft is targeting mums with young children by distributing 1.2 million copies of its Dairlylea Active magazine to homes across the UK.

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