Dairylea feeds the fun with three new products across Snackers, Lunchables and Dunkers ranges

Dairylea is introducing three exciting new products across its Snackers, Lunchables and Dunkers ranges including its first ever price-marked pack on the Snackers range.

Dairylea Snackers with Cadbury Giant Buttons are available now and aim to build on the incredible success the Snackers brand has enjoyed since it launched in April 2018. The product taps into the growing Snacking Kits segment, combining a savoury snack with a sweet treat. Dairylea Snackers added more than £2.6M[i] to the processed cheese category in its launch year and purchases were an incredible 69%[ii] incremental to the Snacking Kits segment.


The 76.8g packs contain Dairylea cheese slices and crackers, with Cadbury Giant Buttons and will be available in price-marked and non-PMP packs – the first Snackers pack to be available in PMP.

“Buttons are the UK’s number one[iii] kids confectionery brand and are the perfect choice to continue the Snackers success story,” said Rebecca Prout, senior brand manager for Dairylea at Mondelēz International.


“Snackers delivered incremental sales to the category when we launched last year and we anticipate real excitement around this new combination of two key brands”.


Dairylea is also expanding its Dunkers and Lunchables range from the first week of April with two brand new launches.

Dairylea Dunkers Cheesy Cones are available from April 1st in packs of 4x 40g. Each portion is less than 100kcal, reflecting the growing consumer focus on health and balance. The Dunkers range is growing at 7%[iv] and the new launch taps into consumer desire for new and exciting range options.


“Kids Snacks are growing at 4%[v] and account for the largest share of the processed cheese category at 31%[vi]. Cheesy Cones have tested really well with consumers due to their crunchiness, taste and scoopability[vii], so we’re confident of driving real success to the category”, said Prout.


Dairylea looks to grow the Snacking Kits segment with a new Streetfood sub-brand for its Lunchables range. Combining Dairylea with mini pizza bases and tangy pizza sauce, Dairylea Lunchables Streetfood Pizza are available in 65g packs from April 8.


“We conducted extensive research into how to innovate Lunchables, and the unique combination of Dairylea Cheese, mini pizza bread and pizza sauce came out as the top concept from consumers[viii],” added Prout.


“With these three exciting and innovative launches, we are confident Dairylea will continue to be the driver of growth in the processed cheese snacking category. Dairylea Lunchables are the number one[ix] brand in the growing Snacking Kits segment, (worth double that of the next largest brand in the segment[x]), and our focus on understanding what consumers want will continue to drive growth for retailers”.


The exciting new products will be a key focus in Dairylea’s brand communication plan, including out-of-home, digital and social media advertising support.


What does this mean to you?

  • Benefit from the consumer health trend with this sub-100kcal snack
  • Take advantage of the growth opportunity within Snacking Kits, which are growing by 8%[xi]
  • Build sales in the processed cheese category, growing at 4%[xii] YOY
  • Capitalise on the support for all three new products as part of Dairylea’s wider 2019 consumer marketing

[i] Nielsen total market, 52wks to 29.12.18

[ii] Kantar WorldPanel, 52wks to 30.12.18

[iii] Nielsen Total Market YTD, data to 14.07.18

[iv] Nielsen MAT % Value change, data 52wks 23.02.19

[v] Nielsen MAT % Value change, data 52wks 26.01.19

[vi] Nielsen MAT % Value change, data 52wks 26.01.19

[vii] Dairylea Dunkers & Lunchables, Exploratory Qualitative Research: Brand Genetics – Jan 18

[viii] Nielsen Optimiser & TURF Analysis, Parents with Kids 0-18y – August 2018

[ix] Nielsen MAT Value Sales, data 52wks 23.02.19

[x] Nielsen MAT Value Sales, data 52wks 23.02.19

[xi] Kantar WorldPanel, 52wks 30.12.19

[xii] Nielsen MAT % Value change, data 52wks 26.01.19

Author: kimbarnard

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