Dairylea, the UK’s No. 1 snacking kit brand[2], is expanding its popular Snackers range with the launch of Dairylea Snackers with Strawberry Fruit Bites, the brand’s first non-HFSS Snackers. Designed to offer families a healthier snacking option that tastes delicious, the NPD features Strawberry Fruit Bites made with fruits. The launch aims to help retailers tap into growing demand for healthier lunchbox options and family snacking products.
Combining the classic Dairylea cheese and crackers format with strawberry fruit bites made with fruits, the new product has been developed to appeal to the entire family. 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.
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[3]. 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 Mondelēz International, said: “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.”
“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 through in-store activation, digital activity and influencer partnerships to help drive awareness and trial. Dairylea Snackers with Strawberry Fruit Bites will be available across the grocery and convenience channels nationwide.
[2] Nielsen, Total Coverage, Value Sales L12W –w/e 27/12/25
[3] Parents of 0-4 y/o (Toluna Pack Test, 17th Nov 2025
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