‘We’re Moooving in a new direction’: Kraft Singles rebrands as Dairylea Slices

Popular cheese brand, Kraft Singles, has re-branded as Dairylea Slices.

The news comes four months after Bega Cheese acquired the majority of Mondelez International’s Australia and New Zealand grocery and cheese business.

A new animated ad shows an out-of-home sign sitting in a cow paddock. The sign is then flipped by a cow to reveal the new name of the product – Dairylea slices.

The voiceover ensures viewers the ingredients of the cheese have not change and says: ‘To keep eating the cheese you love, look for the Dairylea cow.’

It is unclear whether this will be replicated across other Kraft cheese brands.


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