Kraft has slashed the salt content of its Dairylea cheese spreads and slices portfolio by 25% a year ahead of the FSA target deadline.
The new reduced-salt spreads and slices have just started to go on sale, with light slices to follow in April.
"By reducing salt, we hope to reassure parents they're giving their kids something they can enjoy as part of a healthy, balanced diet," said Steve Mounty, director of convenience and distributive at Kraft Foods UK.
Kraft has also reduced the packaging across its Dairylea Dunkers and Philadelphia Snack ranges by 20%. With shoppers increasingly aware of the impact their choices made on the environment, Kraft wanted to make sure they could enjoy snacks without compromising on packaging waste, added Mounty.
Dairylea will be supported by a £4.7m marketing investment this year.
The new reduced-salt spreads and slices have just started to go on sale, with light slices to follow in April.
"By reducing salt, we hope to reassure parents they're giving their kids something they can enjoy as part of a healthy, balanced diet," said Steve Mounty, director of convenience and distributive at Kraft Foods UK.
Kraft has also reduced the packaging across its Dairylea Dunkers and Philadelphia Snack ranges by 20%. With shoppers increasingly aware of the impact their choices made on the environment, Kraft wanted to make sure they could enjoy snacks without compromising on packaging waste, added Mounty.
Dairylea will be supported by a £4.7m marketing investment this year.
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