Mondelez is launching the first flavoured variants for Dairylea since the brand was born in the 1950s - the latest in a raft of plans to get full-year sales back in growth.
Dairylea Mighty Mature, which is made with mature Cheddar, and Dairylea Springy Onion will launch on Monday (15 April). Mondelez claims the new flavours - both sold in 160g tubs - will give families more tasty lunchbox options.
Consumer tests had indicated very strong appeal with kids but also adults, Mondelez said. “Although we recognise this is very much targeting mums with kids, we do realise Dairylea has broader appeal,” said marketing manager Louisa Bertano.
Mondelez hopes the new flavours will bring incremental sales to cheese spreads and, coupled with last year’s reformulation of Dairylea to all-natural ingredients, will fuel new growth for the brand.
Sales of Dairylea were down 6.6% to £105m in the year to 29 December 2012 [The Grocer/Nielsen].
The launch will be supported by a £1.6m spend including TV. Bertano said flavoured versions of Dairylea Dunkers would follow later in 2013.