Dairylea has expanded its Snackers range with the launch of Dairylea Snackers with Strawberry Fruit Bites.
The launch (rsp: £1.65/64g) is the first non-HFSS line in the range and combines the classic Dairylea cheese and crackers format with strawberry fruit bites made of fruits.
The product has been developed to appeal to the entire family and help retailers to tap into growing demand for healthier lunchbox options.
Dairylea said that health considerations were increasingly important in influencing buying decisions, “creating a clear opportunity for healthier permissible snacks within the category”.
“Families are increasingly looking for healthier snacking options that continue to deliver on convenience and great taste,” said Natalie Wong, brand executive for Dairylea at Mondelez International. “Dairylea Snackers with Strawberry Fruit Bites have been created to meet that need.
“By combining the much-loved Dairylea Snackers format with fruit bites made with fruits, we are offering families more choice within snacking while helping retailers respond to evolving shopper expectations.”
The brand said the bites achieved 97% likeability and appeal, alongside 94% purchase intent in consumer testing. The product also scored highly for distinctiveness and brand fit, underlining its potential to recruit new consumers and drive penetration within the cheese snacks category.
“With strong consumer feedback, we are confident Dairylea Snackers with Strawberry Fruit Bites will drive excitement and incremental sales for retailers,” said Wong.
The launch will be supported through in-store activation, digital activity and influencer partnerships to help drive awareness and trial.
“As Dairylea’s first non-HFSS Snackers product, this launch also represents an important step in strengthening our healthier credentials and attracting new shoppers into the category.”
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