Dairylea Tri-bites is to be relaunched as Dairylea Bites this month. Brand owner Kraft is also increasing the Cheddar content of the triangle-shaped lunchbox cheeses in the revamp. Each £1.99 pack will contain 8 x 18g wrapped cheeses. 

The move is the first step in a bigger relaunch of the core brand planned for later this year. The relaunch could also see the introduction of Dairylea’s first sister brand in its 50-year history. In June, Kraft registered Creamylea as a trademark in the UK under categories including biscuits, crackers and cake. 

Cheese snacks are worth £248m and while processed snack sales are down, natural products are the up [TNS].