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{{short description|Processed cheese brand available in Ireland and the United Kingdom.}}
{{short description|Processed cheese brand available in Ireland and the United Kingdom.}}
{{Multiple issues|
{{advert|date=July 2017}}
{{notability|date=July 2017}}
{{More citations needed|date=May 2016}}
{{More citations needed|date=May 2016}}
⚫
}}

{{infobox brand
{{infobox brand
| name = Dairylea
| name = Dairylea
| logo =
| logo = Dairylea logo.png
| logo_size = 200
| image =
| image =
| caption =
| caption =
| type = [[Food]]
| type = [[Cheese]]
| currentowner = [[Mondelēz International]]
| currentowner = [[Mondelēz International]]
| origin = [[United Kingdom]]<ref>{{Cite web|url=https://www.dairylea.co.uk/timeline#:~:text=Dairylea%20is%20Born,triangular%20form%20and%20round%20box|title=Dairylea - Our Tasty Timeline}}</ref>
| origin = [[United Kingdom]]
| introduced = 1950
| introduced = {{start date and age|1950}}
| discontinued =
| discontinued =
| related =
| related =
Line 22: Line 18:
| ambassadors =
| ambassadors =
| tagline =
| tagline =
| website = {{url|https://www.dairylea.co.uk/}}
| website = {{url|https://www.dairylea.co.uk/|dairylea.co.uk}}
⚫
}}
}}'''Dairylea''' is a popular brand of [[processed cheese]] products produced by [[Mondelēz International]] and available in [[Republic of Ireland|Ireland]] and the [[United Kingdom]].
'''Dairylea''' is a brand of [[processed cheese]] products produced by [[Mondelēz International]] and sold in [[Republic of Ireland|Ireland]], the [[United Kingdom]] and Australia.


==Background==
==Background==
Dairylea is usually in the form of a thick, spreadable soft cheese-flavoured paste. Famous for the slogans "Kids will eat it [[wikt:until the cows come home|until the cows come home]]" and "Kids will do anything for the taste of Dairylea" and a series of adverts on UK television showing children trading toys and other items of value, or doing dares such as running into the opposite gender's toilets and holding a snail on the arm, for Dairylea Triangles.
Dairylea is usually in the form of a thick, spreadable soft cheese-flavoured paste. It used the slogans "Kids will eat it [[wikt:until the cows come home|until the cows come home]]" and "Kids will do anything for the taste of Dairylea" in a series of adverts on UK television showing children trading toys and other items of value, or doing dares for Dairylea Triangles.


==Manufacture==
==Manufacture==
For many years{{when|date=March 2020}}, Dairylea has been made at [[Mondelez International]]'s Namur production site south of [[Rhisnes (suburb)]], [[La Bruyère, Belgium|La Bruyère]], north of [[Namur]], the centre of [[Wallonia]] (the south of Belgium). The plant also makes [[Philadelphia cream cheese]], and is near the [[List of motorways in Belgium|A15]] motorway, accessed via the [[N4 road (Belgium)|N4]]. The company also had a processed cheese factory in [[Anderlecht]] in [[Brussels]].
For many years,{{when|date=March 2020}} Dairylea has been made at [[Mondelez International]]'s Namur production site south of [[Rhisnes]], [[La Bruyère, Belgium|La Bruyère]], north of [[Namur]], the centre of [[Wallonia]] (the south of Belgium). The plant also makes [[Philadelphia cream cheese]], and is near the [[List of motorways in Belgium|A15]] motorway, accessed via the [[N4 road (Belgium)|N4]]. The company also had a processed cheese factory in [[Anderlecht]] in [[Brussels]].


==Products==
==Products==
Dairylea spread is packaged in a plastic tub. Dairylea triangles are packaged in a cardboard 'wheel' and opening it reveals the foil-wrapped soft cheese product portions. Dairylea is also available in these formats:
Dairylea spread is packaged in a plastic tub. Dairylea triangles are packaged in a cardboard 'wheel' and opening it reveals the foil-wrapped soft cheese product portions. Dairylea also comes in both its original form and a 'Dairylea Light' product marketed as 7% fat. Kraft implies that the product is credited with getting children more interested in cheese.{{fact|date=December 2024}}
* '''Dairylea Slices'''; single slices of processed cheese (much like [[Kraft Singles]])
* '''Dairylea Strip Cheese'''; strips of processed cheese packaged in a single serving block, visually similar to [[string cheese]]
* '''Dairylea Dunkers'''; snacks consisting of cheese spread dip and [[breadsticks]], [[tortilla chips]], [[Ritz Crackers]] or jumbo tubes (much like The Laughing Cow Cheez Dippers)
* '''Dairylea [[Lunchables]] Stackers'''; lunchbox staple of crackers, processed cheese and [[ham]] or [[chicken]] slices. Briefly discontinued under the Dairylea brand, it has since returned.
* '''Dairylea Snackers'''; as with Lunchables but without meat, and containing mini [[Oreos]] or mini [[chocolate chip cookies]]

Discontinued formats of Dairylea include:
* '''Dairylea Rippers'''
* '''Dairylea Double Dunkers'''; as with Dairylea Dunkers but with two dips, either pizza sauce or salsa, and the dunkers were pizza-flavoured crackers and tortilla chips respectively
* '''Dairylea Dunkers Fromage Frais'''; strawberry flavoured fromage frais with biscuits
* '''Dairylea Tri-Bites'''; wax-sealed processed cheese triangles, similar to [[Babybel]]
* '''Dairylea Lunchables Pizza''' (reintroduced in 2016 as "Dairylea Lunchables Stackers Pepperoni Pizza" with a different recipe)<ref>[https://www.dairylea.co.uk/our-yummy-range/lunchables/Pepperoni%20Pizza?p=8715 Our Yummy Range - Pepperoni Pizza. Dairylea.co.uk. Retrieved 7 January 2017]</ref>
* '''Dairylea Lunchables Double Cheese stackers'''
* '''Dairylea Lunchables Hotdogs, Chicken Burgers, Pitta Pouches, Subs and Wraps'''
* '''Dairylea Lunchables''' '''Fun Packs'''; a complete lunch consisting of one variant of Lunchables, a [[Capri-Sun]] pouch (later replaced with orange juice) and a treat item of mini [[Daim bar|Daim]] bars, mini [[Milka]] bars or a mini roll (later replaced with a strawberry yogurt pouch)
Dairylea also comes in both its original form and a 'Dairylea Light' product marketed as 7% fat. Kraft imply that the product is credited with getting children more interested in cheese. It is also branded as '''Susanna''' in Italy.


==History==
==History==
⚫
Dairylea triangles were first introduced in 1950. In the early 21st century, Dairylea Lunchables were advertised as being "full of good stuff", though the product contained high amounts of salt and saturated fats.<ref>{{cite news|url=http://news.bbc.co.uk/1/hi/uk/6967053.stm |access-date=29 August 2007|date=28 August 2007|title=Dairylea advert 'misled' public|publisher=[[BBC News]]|work=[[bbc.co.uk]]}}</ref> Despite a 2007 reformulation that reduced salt content by 9% and saturated fat content by 34%, the claim "full of good stuff" was banned by the UK's [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]].<ref>{{Cite news
Dairylea triangles were first introduced in 1950.

⚫
In the early 21st century, Dairylea Lunchables were advertised as being "full of good stuff", though the product contained high amounts of salt and saturated fats.<ref>{{cite news|url=http://news.bbc.co.uk/1/hi/uk/6967053.stm |accessdate=2007-08-29|date=2007-08-28|title=Dairylea advert 'misled' public|publisher=[[BBC News]]|work=[[bbc.co.uk]]}}</ref> Despite a 2007 reformulation that reduced salt content by 9% and saturated fat content by 34%, the claim "full of good stuff" was banned by the UK's [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]].<ref>{{Cite news
|url=https://www.theguardian.com/media/2007/aug/29/advertising1
|url=https://www.theguardian.com/media/2007/aug/29/advertising1
|title=Dairylea gets health kick
|title=Dairylea gets health kick
Line 60: Line 39:
|work=MediaGuardian
|work=MediaGuardian
|publisher=[[Guardian Media Group]]
|publisher=[[Guardian Media Group]]
|date=2007-08-29
|date=29 August 2007
| location=London
| location=London
}}</ref> Kraft meanwhile stated that the salt content in Lunchables had been reduced by a third between 2005 and 2007.<ref>{{cite web|title=Kraft foods salt reduction initiatives|url=http://www.kraftfoods.co.uk/kraft/page?siteid=kraft-prd&locale=uken1&PagecRef=2373&Mid=2373|accessdate=2007-08-29}}</ref>
}}</ref> Kraft meanwhile stated that the salt content in Lunchables had been reduced by a third between 2005 and 2007.<ref>{{cite web|title=Kraft foods salt reduction initiatives|url=http://www.kraftfoods.co.uk/kraft/page?siteid=kraft-prd&locale=uken1&PagecRef=2373&Mid=2373|access-date=29 August 2007}}</ref>


==Sponsorship==
==Sponsorship==
In the late 1990s, Dairylea Dunkers sponsored the [[1999–2000 British Basketball League season]], in the [[British Basketball League]].
In the late 1990s, Dairylea Dunkers sponsored the [[1999–2000 British Basketball League season]], in the [[British Basketball League]].{{citation needed|date=October 2020}}


==See also==
==See also==
Line 74: Line 53:


== External links ==
== External links ==
* {{official website}}
* [http://www.dairylea.co.uk/ Product home page]


{{Mondelez}}
{{Kraft Foods Group}}
{{Processed cheese}}
{{Processed cheese}}


[[Category:Kraft Foods brands]]
[[Category:Kraft Foods brands]]
[[Category:Mondelēz brands]]
[[Category:Mondelez International brands]]
[[Category:Namur (province)]]
[[Category:Namur (province)]]
[[Category:Processed cheese]]
[[Category:Processed cheese]]

Revision as of 18:07, 29 December 2024

Product typeCheese
OwnerMondelēz International
CountryUnited Kingdom[1]
Introduced1950; 75 years ago (1950)
MarketsUK and Ireland
Websitedairylea.co.uk

Dairylea is a brand of processed cheese products produced by Mondelēz International and sold in Ireland, the United Kingdom and Australia.

Background

Dairylea is usually in the form of a thick, spreadable soft cheese-flavoured paste. It used the slogans "Kids will eat it until the cows come home" and "Kids will do anything for the taste of Dairylea" in a series of adverts on UK television showing children trading toys and other items of value, or doing dares for Dairylea Triangles.

Manufacture

For many years,[when?] Dairylea has been made at Mondelez International's Namur production site south of Rhisnes, La Bruyère, north of Namur, the centre of Wallonia (the south of Belgium). The plant also makes Philadelphia cream cheese, and is near the A15 motorway, accessed via the N4. The company also had a processed cheese factory in Anderlecht in Brussels.

Products

Dairylea spread is packaged in a plastic tub. Dairylea triangles are packaged in a cardboard 'wheel' and opening it reveals the foil-wrapped soft cheese product portions. Dairylea also comes in both its original form and a 'Dairylea Light' product marketed as 7% fat. Kraft implies that the product is credited with getting children more interested in cheese.[citation needed]

History

Dairylea triangles were first introduced in 1950. In the early 21st century, Dairylea Lunchables were advertised as being "full of good stuff", though the product contained high amounts of salt and saturated fats.[2] Despite a 2007 reformulation that reduced salt content by 9% and saturated fat content by 34%, the claim "full of good stuff" was banned by the UK's Advertising Standards Authority.[3] Kraft meanwhile stated that the salt content in Lunchables had been reduced by a third between 2005 and 2007.[4]

Sponsorship

In the late 1990s, Dairylea Dunkers sponsored the 1999–2000 British Basketball League season, in the British Basketball League.[citation needed]

See also

References

  1. ^ "Dairylea - Our Tasty Timeline".
  2. ^ "Dairylea advert 'misled' public". bbc.co.uk. BBC News. 28 August 2007. Retrieved 29 August 2007.
  3. ^ Sweney, Mark (29 August 2007). "Dairylea gets health kick". MediaGuardian. London: Guardian Media Group.
  4. ^ "Kraft foods salt reduction initiatives". Retrieved 29 August 2007.
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