Kraft pares back Dairylea Slices
Kraft has slimmed down the thickness of its Dairylea Slices, reducing the overall pack size, but leaving their price unchanged as it looks to make cost savings.
Dairylea Slices will now come in 160g packs, with the 180g format having
been discontinued. The packaging of the product remains unchanged.
The company attributed the strategy to global food price inflation and
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Kraft is one of the first UK food brands to adopt such an approach. In
the US, Unilever recently replaced its 32-ounce jars of Hellmann's
mayonnaise with 30-ounce variants, while Kellogg lowered the content
volume of some breakfast cereals. In both instances, the prices charged
were not reduced.
Earlier this year, Cadbury in the UK replaced its 140g packs of Dairy
Milk with a 100g version, and its 250g packs with a 230g offering. The
company said the decision was a reaction to shopping trends.
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