Dairylea: The children's cheese

Alison Fogg and Richard Block

This 1994 paper examines how Dairylea cheese spread maintained its leadership position and increased its sales performance and volume amid increasing competition.
Agency: J Walter ThompsonAuthors: Alison Fogg and Richard Block

Dairylea: The children's cheese

INTRODUCTION

Dairylea is a well known family brand of cheese spread that has been in the marketplace for over 40 years. The success of the brand can be seen by the number of own label products that have been introduced by retailers in the cheese spread sector which are directly positioned against Dairylea. Despite the growth of private label products, Dairylea has maintained its competitive positioning as leadership brand and remains a major profit earner for its parent company Kraft. The success of Dairylea...

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