Dairylea is a brand of

processed cheese Processed cheese (also known as process cheese; related terms include cheese food, prepared cheese, cheese product, and/or government cheese) is a product made from cheese mixed with an emulsifying agent (actually a calcium chelator). Additiona ...

products produced by

Mondelēz International Mondelēz International, Inc. ( ) is an American Multinational corporation, multinational confectionery, food industry, food, Holding company, holding, drink industry, beverage and snack food company based in Chicago. Mondelez has an annual rev ...

and sold in

Ireland Ireland (, ; ; Ulster Scots dialect, Ulster-Scots: ) is an island in the North Atlantic Ocean, in Northwestern Europe. Geopolitically, the island is divided between the Republic of Ireland (officially Names of the Irish state, named Irelan ...

, the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

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, Dairylea has been made at

Mondelez International Mondelēz International, Inc. ( ) is an American Multinational corporation, multinational confectionery, food industry, food, Holding company, holding, drink industry, beverage and snack food company based in Chicago. Mondelez has an annual rev ...

's Namur production site south of

Rhisnes Rhisnes (; ) is a town of Wallonia and a district of the municipality of La Bruyère, located in the province of Namur, Belgium. Formerly the center of its own municipality, the post-1974 fusion of the Belgian municipalities The fusion of ...

, La Bruyère, north of

Namur Namur (; ; ) is a city and municipality in Wallonia, Belgium. It is the capital both of the province of Namur and of Wallonia, hosting the Parliament of Wallonia, the Government of Wallonia and its administration. Namur stands at the confl ...

, the centre of

Wallonia Wallonia ( ; ; or ), officially the Walloon Region ( ; ), is one of the three communities, regions and language areas of Belgium, regions of Belgium—along with Flemish Region, Flanders and Brussels. Covering the southern portion of the c ...

(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 Anderlecht (; ) is one of the List of municipalities of the Brussels-Capital Region, 19 municipalities of the Brussels-Capital Region, Belgium. Located in the south-western part of the region, it is bordered by the City of Brussels, Forest, B ...

Brussels Brussels, officially the Brussels-Capital Region, (All text and all but one graphic show the English name as Brussels-Capital Region.) is a Communities, regions and language areas of Belgium#Regions, region of Belgium comprising #Municipalit ...

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.

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. 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. Kraft meanwhile stated that the salt content in Lunchables had been reduced by a third between 2005 and 2007.

Sponsorship

In the late 1990s, Dairylea Dunkers sponsored the 1999–2000 British Basketball League season, in the

British Basketball League The British Basketball League (BBL) was a men's professional basketball sports league, league in Great Britain. Since its establishment in 1987 the BBL represented the highest level of basketball competition within the United Kingdom. The orga ...

References

External links

* {{Processed cheese Kraft Foods brands Mondelez International brands Processed cheese Namur (province) La Bruyère, Belgium