Dairylea, the UK’s number one Snacking Cheese brand (Nielsen, Value Sales, Total Coverage, MAT data to 25.03.17), is bringing a new addition to its Dunkers range this spring – Dairylea Dunkers Nachos.
Available now, the new dunkers (rrp £2.42 per 80g pack, cases of six) feature tomato salsa-flavoured mini tortilla chips which can be dunked into creamy Dairylea cheese.
The Dairylea Dunkers brand is currently worth £47m and is at the forefront of category growth, seeing +16% growth in 2016 alone. The new product builds on the success of Dairylea Dunkers Jumbo Tubes – which is currently growing by +22% (Nielsen, Value Sales, Total Coverage, MAT data to 25.03.17).
Elena Mallo, marketing manager at Mondelēz International, said: “Our consumer research shows that flavoured accompaniments to our Dairylea cheese provide a great opportunity for growth within the range. We hope that this new innovation will bring some excitement to the chiller aisle, as well as offering consumers a snack that is not only tasty but provides a good source of calcium too.
“Dairylea Dunkers Nachos will be supported by a £1.4m Dairylea marketing campaign, which will build on the strong performance of our Dairylea Knights TV campaign and reach over three quarters of UK households later this year. Keep your eyes peeled for further details.”