Kerry Dairy Consumer Foods has scrapped its hybrid dairy-oat lines.
Its Smug brand was launched in March 2024 as a “category first” oat and dairy blended product range.
At the time of launch it hoped to offer consumers “a healthier, more sustainable way of consuming dairy without compromising on that rich creamy taste”.
The range included a cheddar in block, grated and sliced formats, milk, butter and spreadable butter.
The brand has confirmed it will not be restocking these items in the major retailers and will instead focus on cheese snacking, with three new lines launching in 2026.
There is now limited stock across the retailers with only one line listed in Sainsbury’s and two in Tesco.
These include Cheese & Crunch, a cream cheese with accompaniments in two variants, Sea Salt & Rosemary Crackers and Barbecue Corn Bites, and Cheese Strings in Original and Mexicana flavours, which will all be available from 2026.
It is also launching Quarkies, a high-protein quark, in two flavours: Raspberry and Vanilla.
“At Smug, we know today’s consumers are hungry for snacks that deliver on every level – great taste, clear product benefits, and the convenience to fit into busy lives,” said Victoria Southern, strategy, marketing, and innovation director at Kerry Dairy Ireland. “With our new selection of offerings, we’re bringing something genuinely new to the category: creamy, delicious dairy paired with bold flavours and formats that feel fresh, modern and fun.
“This launch puts Smug at the forefront of the growing protein snacking movement, with products that are as feel-good as they are flavour-packed.”
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