Dairylea is expanding its Snackers range with the launch of its first non-HFSS product, aiming to help convenience retailers capitalise on growing demand for healthier family snacking options.
The new Dairylea Snackers with Strawberry Fruit Bites combines the brand's cheese and crackers format with strawberry fruit bites made with fruits, offering a healthier alternative for lunchboxes and on-the-go snacking.
According to Mondelēz International, health considerations are playing an increasingly important role in family purchasing decisions, despite taste remaining the primary driver. The company said the new product has been developed to address demand for snacks that balance convenience, taste and healthier ingredients.
Consumer testing conducted ahead of the launch showed strong potential, with the product achieving 97 per cent likeability and appeal and 94 per cent purchase intent among parents of children aged up to four years. The product also scored highly for distinctiveness and fit with the Dairylea brand.
Natalie Wong, brand executive for Dairylea at Mondelēz, said the launch responds to changing shopper expectations.
"Families are increasingly looking for healthier snacking options that continue to deliver on convenience and great taste," Wong said. "Dairylea Snackers with Strawberry Fruit Bites have been created to meet that need.
"By combining the much-loved Dairylea Snackers format with fruit bites made with fruits, we are offering families more choice within snacking while helping retailers respond to evolving shopper expectations."
Wong added that the launch represented "an important step" in broadening the brand's appeal.
"As Dairylea's first non-HFSS Snackers product, this launch also represents an important step in strengthening our healthier credentials and attracting new shoppers into the category. With strong consumer feedback, we are confident Dairylea Snackers with Strawberry Fruit Bites will drive excitement and incremental sales for retailers."
The launch will be supported by an integrated marketing campaign including in-store activation, digital activity and influencer partnerships to drive awareness and trial.
Dairylea Snackers with Strawberry Fruit Bites will be rolled out across grocery and convenience channels nationwide.