Packaging International News - June 2012
New Dairylea Packs Showcase Healthier Cheese
Posted by Paul Fiddian - Packaging International's Lead Reporter on 06/06/2012 - 09:35:00
Kraft Foods has unveiled the packaging design for its newly-revitalised Dairylea cheese brand, which emphasises the product's health benefits.
In 2009, Dairylea included 12 ingredients. Now, there's five less and this reduction, according to Kraft, makes it much healthier than before, with skimmed milk, cheese, butter, lemon juice, whey powder, baking soda and milk proteins making up the remaining contents.
Created by UK-based design agency Holmes & Marchant, the new Dairylea packaging features the slogans ‘best ever taste' and ‘all natural ingredients' and while only the original cheese product's been relaunched thus far, a similar overhaul's also in store for Kraft's Dairylea Dunkers and Dairylea Triangles.
New Dairylea Packaging
Many aspects of the new Dairylea packaging reflect the brand's new ‘all-natural' stance, with altered colours reinforcing its affinity with nature and depictions of a long-grassed meadow and a grazing cow further emphasising it.
"Dairylea is a heritage brand that has nurtured generations of kids...[but] it had lost its ‘healthy' credentials and its place in the nation's fridges", Kraft UK and Ireland's cheese and grocery marketing manager, Bruce Newman, explained in a company press release. He continued: "We've got a fantastic new product coupled with Holmes & Marchant's vibrant redesign to tell our compelling ‘all natural ingredients' story. It's a new era for the brand, and the design celebrates this."
Healthier Dairylea Cheese
"This project was all about recapturing the hearts and minds of mums across the UK, and restoring pride in the Dairylea brand", Holmes & Marchant's client services director, Rebecca Fone, added in the same healthier Dairylea cheese release.
"The new recipe is made with all natural ingredients, so our design objective was to reflect this and reward loyal mums with a great new design."
Last month, Kraft Foods and Holmes and Marchant launched an innovative new Philadelphia cheese lid design, equipped with lenticular technology to allow the display of multiple images.
Image copyright Holmes and Marchant - reproduced with grateful thanks
Recently Added News
Plastic water bottles and cups could be triggering headaches in millions of the world's residents, according to the results of a new study
Britain looks set to become the next country to adopt plain cigarette packaging rules after indicating, on 28 November, that it would make tobacco firms debrand...
European researchers are studying ways to integrate tomato waste products into packaging, launching the BIOCOPAC programme to develop a range of bio-based tin c...
A new US meat packet labelling rule was adopted on 23 November 2013 that means packers and retailers must give consumers more data on the origin of their meat