Dairylea has revamped with a new recipe and packaging designed by Holmes & Marchant.
The new design was created in a ‘child-like’ style, featuring a meadow to build on the natural positioning, with a focus on childhood.
Rebecca Fone, client services director at Holmes & Marchant, said: “This project was all about recapturing the hearts and minds of mums across the UK, and restoring pride in the Dairylea brand.
“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, whilst also encouraging reappraisal for the doubters. The new design now strikes the right balance between ‘mum’s food choice’ and ‘kids’ food choice’.”
Bruce Newman, Kraft’s marketing manager for cheese and grocery for UK and Ireland: “Dairylea is a heritage brand that has nurtured generations of kids; it had lost its ‘healthy’ credentials and its place in the nation’s fridges.
“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.”