Kerry Pulls Hybrid Oat-dairy Range In Favour Of All-out Dairy Push

Smug Dairy blended beverage connected waste successful Sainsbury’s. Credit: Just Food

Kerry Dairy Consumer Foods is pulling its hybrid scope of unit products launched successful nan UK nether nan Smug marque past year.

The business portion of Kerry Dairy Ireland is readying to motorboat a scope of dairy snacks products adjacent year.

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The institution claimed a “category first” erstwhile it rolled retired Smug, combining oats pinch accepted dairy. The six-strong line-up featured 3 cheeses, 2 butters and an alt-milk.

At nan time, trading head Victoria Southern said nan innovative products were aimed astatine “creating a caller measurement for dairy lovers to do dairy”.

However, aft UK listings pinch nan likes of Tesco, Sainsbury’s and Morrisons, nan Smug hybrid scope is being phased retired successful favour of a full-blown dairy snacking scope nether nan aforesaid brand.

A spokesperson for Kerry Dairy Consumer Foods confirmed nan hybrid scope is nary longer nether accumulation and will only stay successful stores while stocks last.

The caller scope will beryllium rolled retired successful January, nan spokesperson said, declining to supply circumstantial specifications connected unit listings.

Southern, who holds nan title of strategy, marketing, and invention head astatine Kerry Dairy Ireland, said of nan hybrid demise: “While our dairy and oat-blended scope delivered connected sensation and function, categories for illustration beverage and food are difficult to disrupt.

“Our attraction is now connected leaning into Smug’s strengths to present caller products that are awesome successful taste, guidelines retired pinch playful branding and item clear nutritional benefits. These are champion applied successful categories wherever consumers are much funny and unfastened to trial.”

The upcoming line-up from Smug, now described arsenic an “adult-snacking dairy brand”, includes: 2 flavours of Cheese & Crunch – oversea brackish and rosemary crackers, and barbecue maize bites; and ‘Quarkies’ successful 2 variants – raspberry and vanilla.

Kerry besides owns nan Strings & Things food brand, on pinch Dairygold cheeses and Pure Dairy-Free spreads, among others.

The caller Smug scope is designed to meet nan expanding request for macromolecule snacking, on pinch “portion-controlled options that consciousness some indulgent and nutritious”, Kerry said.

Southern added: “With our caller action of offerings, we’re bringing thing genuinely caller to nan category: creamy, delicious dairy paired pinch bold flavours and formats that consciousness fresh, modern and fun.

“This motorboat puts Smug astatine nan forefront of nan increasing macromolecule snacking movement, pinch products that are arsenic feel-good arsenic they are flavour-packed.”