Mondelēz International-owned cheese snack brand Dairylea is combining sweet and savoury for the first time with the launch of Dairylea Snackers.
Available now in the UK, Dairylea Snackers mini Oreo and Dairylea Snackers mini chocolate cookies have been released to provide consumers with innovative on-the-go snack packs containing Dairylea cheese, crackers and cookie bites.
Mondelēz said the products are a “unique addition” to the snacking kits markets, which it described as the fastest-growing segment in processed cheese.
The additions will be supported as part of a £1.3 million total brand marketing investment, including digital and in-store activation.
Rebecca Prout, Mondelēz International senior brand manager for Dairylea, said: “Innovation in snacking kits is a clear growth opportunity as the UK snacks market is worth £41.6 billion and, with a growth rate of 3.7%, is out performing the rest of the food and beverage market.
“We believe that combining Dairylea cheese with two popular biscuit flavours will help unlock further sales in savoury snacking, which as a category grew by 5% in 2017 and will also harness the nation’s love for chocolate chip cookies.”
Both variants are retailing at £1.65 per pack of ten.
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