Kraft looks set to launch the first sister brand to Dairylea in the cheese spread's 50-year history.

It has applied to register Creamylea as a trademark under a number of categories, including yoghurts, cheese and cheese products as well as biscuits, crackers and cakes.

Separately, Kraft is seeking approval for 'Dairylea Mooments' as a possible ad strapline. It is also planning a summer push behind the Dairylea Lunchables brand with a movie-themed campaign. It will give away cinema tickets on standard packs of Lunchables including Monster packs and price-marked Ham 'n' Cheese Crackers.