Kraft Foods is expanding its range of Dairylea Dunkers with the launch of Dairylea Dunkers Baked Crisps, exclusive to the convenience sector.
Available this month, Dairylea Dunkers Baked Crisps contain crisps that are baked rather than fried, so each pack contains 50% less fat than a standard bag of crisps, according to Kraft.
The company is also entering the kids' yogurt category with the launch of Dairylea Dunkers Fromage Frais.
The new product comes in strawberry flavour with mini digestive biscuits for dipping.
To help retailers encourage trial purchase of both new products, packs will be pricemarked at 55p.
Baked Crisps will be supported by a £2.6m media campaign, including TV advertising, and Fromage Frais by a £2.2m media spend.
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