Cheese brand spreads out

LUNCHBOX staple Dairylea has added two new flavours to its tubs of spreadable cheese. Mighty Mature and Springy Onion, both made with all natural ingredients, come in 160g tubs. It’s the first time the brand has tweaked the taste of its core product.
Worth nearly £30m across its spreads and portions portfolio, according to Nielsen figures, Dairylea is the UK’s biggest processed cheese spreads brand.
Last year, Dairylea was reformulated to a new recipe, which contains only natural ingredients.
Now the brand, owned by Mondelez, hopes that the new flavours will grow the category, currently worth £99.5m according to Nielsen.
The launch of the Mighty Mature and Springy Onion tubs will be supported by a £1.6 million marketing push.
Brand manager Rebecca Robert said: “This is the latest in a series of market-leading innovations for the brand, and we’ve got plenty more in the pipeline over the next 12 months.”