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{{short description|Processed cheese brand available in Ireland and the United Kingdom.}}
{{hangon}}
{{More citations needed|date=May 2016}}
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{{infobox brand
Dairylea Triangles and Dairylea Lunchables are popular in the [[United Kingdom]] and the [[Republic of Ireland]], particularly amongst school children.
| name = Dairylea
| logo = Dairylea logo.png
| logo_size = 200
| image =
| caption =
| type = [[Cheese]]
| 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|access-date=2021-06-22|archive-date=2021-06-22|archive-url=https://web.archive.org/web/20210622035451/https://www.dairylea.co.uk/timeline#:~:text=Dairylea%20is%20Born,triangular%20form%20and%20round%20box|url-status=dead}}</ref>
| introduced = {{start date and age|1950}}
| discontinued =
| related =
| markets = [[United Kingdom|UK]] and [[Ireland]]
| previousowners =
| trademarkregistrations =
| ambassadors =
| tagline =
| website = {{url|https://www.dairylea.co.uk/|dairylea.co.uk}}
}}
'''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==
Dairylea cheese is usually in the form of a thick, spreadable soft cheese style paste. Famous for the slogan "Kids will do anything for Dairylea" and a series of adverts on UK TV showing children trading toys and other items of value for Dairylea Triangles, while at school.
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==
Dairylee now comes in the standard form and a light one labelled "light in fat" which has only 7% fat. It is credited with getting children more interested in cheese.
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==
Recently though, despite advertising Dairylea lunchables as "full of good stuff", it turned out that the product contained high amounts of salt and saturated fats <ref>{{cite web|title=Dairylea formulation reviewed|url=http://news.bbc.co.uk/1/hi/uk/6967053.stm |Access date=[[August 29]], [[2007]]}}</ref> and was reformulated <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=[[August 29]], [[2007]]}}</ref>. The new formulation reduces salt content by 30%.
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}}


==References==
==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
<references/>
|url=https://www.theguardian.com/media/2007/aug/29/advertising1
|title=Dairylea gets health kick
|last=Sweney
|first=Mark
|work=MediaGuardian
|publisher=[[Guardian Media Group]]
|date=29 August 2007
| 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|access-date=29 August 2007}}</ref>


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


==External links==
==See also==
* [[List of spreads]]
*[http://www.kraft.com/brands/international/snacks/confectionery.html Kraft Foods International Brands of Confectionery items]

*[http://www.dairylea.co.uk/ Dairylea Homepage]
== References ==
{{Reflist}}

== External links ==
* {{official website}}

{{Mondelez}}
{{Processed cheese}}

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

Latest revision as of 22:34, 8 January 2025

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

[edit]

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

[edit]

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

[edit]

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

[edit]

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

[edit]

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

See also

[edit]

References

[edit]
  1. ^ "Dairylea - Our Tasty Timeline". Archived from the original on 2021-06-22. Retrieved 2021-06-22.
  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.
[edit]
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