Dairylea has expanded its Snackers range with the launch of Dairylea Snackers with Strawberry Fruit Bites, its first non-HFSS product in the range.
The NPD combines the brand’s cheese and crackers format with soft cubes made from strawberries, targeting demand for healthier lunchbox and family snacking options.
It is available in a 64g pack, RSP £1.65.
The new line has been developed to appeal to families seeking a balance of taste, convenience and healthier choices. While taste remains the main purchase driver, health is playing a growing role in buying decisions, creating an opportunity for permissible snacks within the category.
Pre-launch research recorded 97% likeability and appeal, alongside 94% purchase intent. The product also scored strongly for distinctiveness and brand fit, indicating potential to bring new shoppers into the cheese snacks category.
The launch will be supported by in-store activation, digital activity and influencer partnerships to drive awareness and trial. Distribution will cover grocery and convenience channels nationwide.
