Mondelez launches Dairylea Snackers with Strawberry Fruit Bites

Mondelez International has announced the launch of Dairylea Snackers with Strawberry Fruit Bites, the brand’s first non-HFSS Snackers.

Combining the classic Dairylea cheese and crackers format with strawberry fruit bites made with fruits, the NPD aims to help retailers tap into growing demand for healthier lunchbox options and family snacking products.

While taste remains the biggest purchase driver for families, health considerations are increasingly important in influencing buying decisions, creating a clear opportunity for healthier permissible snacks within the category, notes Mondelez.

Consumer research conducted ahead of launch delivered strong results, with Dairylea Snackers with Strawberry Fruit Bites achieving 97% likeability and appeal, alongside 94% purchase intent. The product also scored highly for distinctiveness and brand fit, underlining its potential to recruit new consumers and drive penetration within the cheese snacks category.

Natalie Wong, brand executive for Dairylea at Mondelez International, says: “Families are increasingly looking for healthier snacking options that continue to deliver on convenience and great taste. 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.”

She adds: “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 is being supported with in-store activation, digital activity and influencer partnerships.