Dairylea Dunk Pots, rolling out now, come in packs of four 31.5g easy-to-open pots containing the brand's signature creamy cheese (rsp: £1.35). The pots would tap into the "recession-led trend of adding more veg and cheese to kids' lunchboxes", said Louise Stigant, commercial director of convenience at Kraft.
"Every parent knows the importance of fruit and vegetables in their children's diets, but it can be difficult to persuade kids to eat them," she said. "The mini pots are a great choice for the lunchbox and provide a fun way to encourage kids to eat those all-important greens."
The launch is backed by a £1.3m marketing push kicking off next month, including outdoor and print advertising plus online and sampling activity.