Kraft has relaunched its iconic triangular-portioned Dairylea brand in the UK, positioning at as containing ‘100% natural ingredients’.
Dairylea has suffered in the past because of consumer perception that its highly processed appearance means that it is in some way not healthy. As a children’s favourite, and with the growing focus in the UK on infant obesity, Kraft is moving to change that perception.
In 2010 Kraft announced that Dairylea did not contain artificial colours and flavours. This was followed by a 25% reduction in salt in 2011.
An 18-month development effort has now seen the product reformulated. It now contains only seven ingredients – down from 12 three years ago: skimmed milk, cheese, butter, whey powder, lemon juice, milk proteins and baking soda.
Kraft claims to have replaced the emulsifying salts used to make Dairylea creamy and spreadable with a combination of lemon juice and baking soda without compromising the taste or texture.