‘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.
An abomination.
Massive market share loss about to happen….guaranteed !
Bega is a good brand and the ad is clear but they should have promted the australian ownerdhip
So kraft not a good brand. You must be kidding. Would love to be fly on the wall watching the in house shit going down. Who ever made this decision will eventually get the flick. Change for the sake of it
Bega have been making cheese for Kraft for years, nothing has changed except now Bega own the brand.
There’s no such thing as a happy cow or calf in the dairy industry, so really is false advertising!
? spot on!
Whoever is the ‘Brainchild’ of the name must be a technology expert who will find out later, how wrong and misguided, Kraft has been a name in every home in Australia….I am 75 now and remember buying it for my Mum decades ago…..a great pity I think.
Me too Ingrid, except the whole company was bought out by a foreign-owned company years ago. Bega, an Australian-owned company has bought back the Australian and NZ arm of the company, which split a while back into two divisions. The name may be different but it is now Australian again. I’ll be buying all their products. Please research before damning them. Kraft can afford a massive campaign to malign Bega, and it’s mostly false.
I totally agree with you!!
Kraft products had the flavour!!
Indeed
Why change something that works? Kraft has always been a trusted brand and if you’re not changing ingredients why bother. Sales will be lost because most people would not realise that it is a rebounding for the sake of it. The will see that Kraft is no longer available and will try some other brand and because they do not recognise dairylea they will try another brand they recognise.
Please leave the name Kraft. Dairylea sounds like a cheap product from Aldi. We have always bought Kraft products, for over 50 years & my mother also. Seeing the Kraft name you know it is a high quality product.
Would be good if the article journal bothered to explain the reason for readers! Here it is:
“Why the change? In 2012 Mondeléz International split from KRAFT Foods Group, and Mondeléz International obtained a licence to manufacture KRAFT cheese products using the KRAFT Brand name in Australia. That licence is expiring soon, which means that we have the opportunity to give these much-loved products a new look, and inject some DAIRYLEA fun into Australian fridges and pantries.”
From http://dairylea.com.au
Pity about the name kraft has been in every house in Australia it’s like trying to change the name of Vegemite just not on. People may mix it up with meadow lea
Totally agree! it just like cheesymite 2.0. How did they not learn!
Why bother buying Kraft? You could have just created your own cheese singles with a cheap sounding name, not sold many and saved a fortune.
Such a shame to see the Kraft Singles renamed. It’s a trusted household name.
I grew up with the name KRAFT and to me it’s stupid to change the name. It feels like we’ve lost another iconic name in Australia. Kraft name is a symbolic name cheese, regardless whether Bega own it. Leave the name, when l hear the new name it sounds like a cheese Aldi sell.
I love Kraft Singles and of course bought these new Dairylea singles but they taste different and the texture is very different. What happened everything was supposed to stay the same???
Kraft cheese has been made by Bega cheese for years at Strathmerton in Victoria, nothing has changed except the packaging.
I totally agree i buy 1 to 3 blocks of kraft cheddar cheese a week and my partner and kids dont like it as much now. Texture is so different it’s may as well be cream cheese. The kids can not grate it without chunks breaking off.
Not happt at all it’s not just the name and packaging change its the ingredients.
I totally agree with Jack, the ingredients have changed, it is way too soft, you can’t cut it with a knife, it just goes all soft & mushy, not like the old block of cheese, harder & easier to cut, very disappointing, won’t be buying anymore
I totallty agree, it is not the same. We use to buy kraft 500grm blacks from the supermarket shelves & were always to cut them into perfect slices & grating. This new one u just cant cut it as it breaks us into lump & grating is a nightmare. If the ingredents haven’nt changed, how come we are ubable cut & grate as before. Will now try the Aldi brand.
They can’t keep the Kraft name because it is legally owned by Mondelez. Kraft is not an Australian company anyway and has always been a foreign owned brand.
It used to be American and has been part of Mondelez for years now.
Dairylea is an Aussie company and is part of the Bega chesse companies.
The advertisements are to train people to recognise the new branding and name and are very well done.
@Osman………In my experience with FMCG, cows are easier to train than people when it comes to new branding.90% of what happens at the shelf is auto pilot. Kraft Singles is an icon and a beacon in the category. Sales will plummet for this product. Poor acquisition strategy if brand ownership or licencing was not put in place .
It tastes nothing like Kraft singles. I doubt the recipe is the same
When Cadbury rebranded as Mondelez the packaging on the chocolate stayed as Cadbury – brand recognition.
Not sure how many Aussies would be able to tell you what Mondelez make.
I have been eating grilled Kraft cheese for nearly 60 years and recently purchased my first (and last) block of Dairylea. What rubbish – no taste, can’t cut it without it splitting into big chunks and when grilled it does not melt or brown. There is no way this is the same recipe as the Kraft brand!
But.. why are the sliced cheese packs reducing from 250 to less than 220 grams?
I absolutely agree with the comments above that Kraft Cheese now tastes nothing like it used to. It doesn’t slice the same or rise and brown so beautifully when toasted under a hot grill. WHY on earth change the recipe let alone change the name. And what idiot decided on the name change. BRING BACK THE ORIGINAL KRAFT CHEESE. PLEASE!
Dont like the name
Will try it once
Have eaten Kraft cheese since the sixties as i am 66 now thats almost47 years
If the taste and texture is different tht will be ithe end for me, no more pseudo Kraft
You must think we are stupid saying it has the same taste. I call BullS..t to your False advertising . Say good bye to another Kraft customer of 40 plus years. I tried bega slices once but it tasted like cardboard and was a pain to separate each slice not like the individually wrapped Kraft singles. The stupid part is that the Dairylea Slices taste just like the bega slices …how convenient. I challenge the peanut(s) responsible for this decision to prove that they taste the same and if I’m wrong i’ll eat my flaming Reg Grundies. If I’m right you can bloody well change the product back to what it was.
Care to Reply.
Bega has been making cheese for Kraft for years at the Bega factory at Strathmerton in Victoriaa.
It just sounds like they are copying daryl lee…..the chocolate brand lol
Very disappointed with dairy Lea sliced. NOT at all like Kraft and not individually wrapped. I won’t be buying them again.
Wrong Wrong Wrong !!!what is going to be left in Australia that we have grown up with Nothing Nothing Nothing . Kraft has been passed down ,Why try fix something that’s not broken!!! Someone Decided to change the cutting process on Gladwrap Wrong Wrong Wrong , it didn’t work just like I mentioned, earlier why change a winning formular something that has never Failed the Buyers,they are just shooting themselves in tha foot . Again WrongWrongWrong!!!!
Please please reconsider ,
I am sorry to say, your new cheese slices are not a good buy, they are thinner less weight. I am really disappointed. Sorry but I will look for better value unless you can go back to the old slices. Then I will buy again. Let me know. Lorraine
Yes, I believe they used to be 20 gram slices but are now 18 gram slices. It’s quite noticeable. Even the plastic sleeves of each slice feel thinner. Cutting down on packaging quality to save costs. I’ve switched to the ALDI brand which are 21 gram slices. I feel they are tastier to boot.
I bought what I thought was my usual Kraft Singles, pack of 36. I am very disappointed. They do not taste the same, and they are much thinner.
Why change the product – if it ain’t broke…don’t fix it.
A huge?
After reading some reviews, I am not going to waste our hard earned money on a tasteless and valueless product.
I have eaten craft single slices and cheddar slices for over 15 years
the taste now is horrendous , and my whole family agree .
we have all loved the cheese and now it is not the same , so you have lost some 25 people in one go. and we will let all know not to eat the NEW Cheese. not happy!!!!!!
This cheese tastes like crap! Doesn’t brown or puff up. I thought there was something wrong with my grill. Will never buy this product( thinner,pale, tasteless rubber) ever again.
Very disappointed. Not even the dogs are happy. And on the pack it has made from local and imported ingredients. Come on Bega get ur game together give the people what they want and keep us Aussies happy we are sick and tired of companies buying other companies then screwing with the product. Be smart not greedy.
I stopped buying Kraft,because it was halal certified,Is Dairylea hiding the fact they are still Halal certified.
Horrible/Laughable campaign designed to hide the new recipe that is responsible for the now horrid tasting cheese slice. Just ask Cadbury, the makers of the world’s best brown sugar !
Just bought mt last ever packet of “Dairy Lea” slices.To cut costs and increase huge profits,the individual slices are no more.Just a soggy wet mess of cheese slices all stuck together.So now you have to eat all the slices in one go,because the film protecting the cheese and keeping it fresh is gone.I hope nobody buys this product any more.
Maybe one day they’ll start making making them out of cheese.
Not sure if it is part of someone’s sinister strategy but my recent purchase of two “value packs” of Calcium and Vitamin D fortified Singles in Malaysia actually tasted like plastic, and definitely not the cheese I used to enjoy since the days of canned cheddars. When I took the matter up with Mondelez Malaysia, I was told Mondelez Australia is in charge of Quality. With Dairylea now in the picture, this is all starting to make sense!
I have just purchased your cheese slices for the first time since renamed.
I have found that they are now very pale in colour and not much flavour.
Woolworths have replaced the Bega made Dairylea cheese slices with the new Kraft cheese slices made by Kraft-Heinz. Bega only finalized the purchase of the Mondelez Australia business in July, so what’s going on. A product line they bought four months ago is now dropped by the supermarkets??
This is absolute bullshit, it tastes like complete garbage & texture is completely different. I’ll never buy or eat it again…I urge everyone to do the same. I remember Coke doing something like this…look how well that turned out for them…
Why am I seeing “Kraft” singles again? Where’s the Dairylea”?!!
Hi
There used to be a llarge pack of the Kraft sliced cheese which came in a plastic container, two slices long, and I wanted to know if you can still buy the slices in the container?
Regards
David Biner
I am so dissapointed that Kraft parmesan cheese in the plastic shake container and the Kraft block of cheese on the shelf have dissapeared, l purchased Dairylea products and its not the same too creamy and tasteless!!
Unhappy customer!!
Used to love Kraft block cheese, now tasteless, no way is it the same recipe. Can’t cut it and forget about grating it. Bring back the original!!!
The cheese slices have turned to moush. Disgusting.
Don’t believe this – not the same taste – DEFINITELY NOT the same recipe. I was brought up on Kraft cheese in Tins when young and when I moved to Australia, ate a lot in the packets – LOVE Kraft cheddar – This Dairylea “formulation” is lighter in colour – more like a cheese cubes and DEFINITELY not the same – VERY POOR QUALITY – I stopped eating this cheese altogether – Hate it with a passion until I found the original Kraft on the shelves at IGA. Woolworths – GET RID of this imitation!
Why have you taken the cheese flavour out of dairylea I used to buy it three times a week now I never buy it as it tastes like cream wax can you tell me why youu changed it
Kraft singles and Dairylea cheese slices are two different things.Singles are orange slices , Dairlea are white slices.And they not only taste different they are made of different cheeses.Who came up with this ad.Its wrong.