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{{short description|Processed cheese brand available in Ireland and the United Kingdom.}}
[[Kraft Foods]] '''Dairylea Triangles''' and '''Dairylea Lunchables''' are a popular processed cheese product, available in the [[United Kingdom]] and the [[Republic of Ireland]] and targeting school children.
{{More citations needed|date=May 2016}}
{{infobox brand
| 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 the taste of 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==
Much like [[The Laughing Cow]], Dairylea is packaged in a cardboard 'wheel' and opening this reveals the foil-wrapped soft cheese product in triangles. Kraft launched the [[lunchables]] product in 1998 under the Dairylea branding. Kraft also markets single slices of processed cheese, "cheese dippers" and wax-sealed hard cheese portions (much like [[Mini Babybel]]) under this brand.
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==
Dairylea also now comes in the 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.
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}}


==History==
In the early 21st century, Dairylea Lunchables were advertised as “full of good stuff”, though the product contains 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 |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
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
|url=http://www.guardian.co.uk/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
|last=Sweney
|last=Sweney
Line 14: Line 39:
|work=MediaGuardian
|work=MediaGuardian
|publisher=[[Guardian Media Group]]
|publisher=[[Guardian Media Group]]
|date=2007-08-29
|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|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==
In November 2008 it was found by the Food Commission, an independent consumer watchdog group, that Kraft Dairylea contained high levels of [[3-MCPD]], a suspected human [[carcinogen]].<ref>{{cite web|title=The cancer chemical lurking in our food|url=http://www.dailymail.co.uk/health/article-61607/The-cancer-chemical-lurking-food.html|accessdate=2007-12-05}}</ref>
In the late 1990s, Dairylea Dunkers sponsored the [[1999–2000 British Basketball League season]], in the [[British Basketball League]].{{citation needed|date=October 2020}}


==Trivia==
==See also==
* [[List of spreads]]

English spoof rock band the [[Shirehorses]] had a hit record titled ''Why is it always Dairylea''. It was their biggest hit.


== References ==
== References ==
{{Reflist}}

{{refs}}


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


{{Kraftprod}}
{{Mondelez}}
{{Processed cheese}}


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


{{Food-product-stub}}

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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