Kerry Dairy Consumer Foods, home to some of the UK and Ireland’s leading dairy and plant-based brands is creating a new take on dairy with a category-first launch that is guaranteed to shake things up in the chilled aisle.
Introducing SMUG Dairy, a disruptive new brand that combines the goodness of dairy and plants in one tasty bundle. This unique blend of dairy and oat offers consumers a healthier, more sustainable way of consuming dairy without compromising on that rich, creamy taste. It’s enough to give dairy consumers a reason to feel just a tad smug, in fact.
Consumer behaviour towards dairy has evolved significantly in recent years, with one in four people now considering cutting down* due to health, environmental and ethical concerns**. This paves the way for a brand like SMUG Dairy to bring real innovation into the dairy category and shake up binary perceptions of dairy and non-dairy markets.
Victoria Southern, strategy, marketing & innovation director at Kerry Dairy Consumer Foods, said: “With this first-to-market category launch we are not only creating a new way for dairy-lovers to do dairy with a bold and exciting new brand but also to creating a dairy category that is fit for the future. The SMUG Dairy portfolio has 40% less saturated fats and saves up to 54% less CO2e emissions per kilogram than traditional dairy, without any compromise on the rich and creamy taste that consumers love; in fact you could say, it’s a delicious feeling.
“This is an exciting launch for Kerry Dairy Consumer Foods as we continue to deliver against our mission to reimagine dairy through innovation and sustainability to inspire a better future.”
The delicious new SMUG Dairy product range is available now at Tesco and Morrisons and includes milk, cheese and butter, all of which combine the goodness of dairy and plants. The launch is also being supported by a £5 million marketing campaign across out-of-home, TV, PR, influencers and social media. Please find full product range details below:
SMUG Dairy Blended Oat & Dairy Cheddar
A rich, creamy cheddar with hefty 35% less saturated fat compared to standard Cheddar cheese. It is high in protein, contributing to the maintenance of muscle mass and is a source of Vitamin D and calcium, helping maintain healthy bones & teeth. SMUG Dairy Blended Oat & Dairy Cheddar also has 45% CO2e/kg less than British Mature Cheddar Cheese.
SMUG Dairy Blended Oat & Dairy Milk
Milk that promises that creamy dairy taste with a hearty 30% less saturated fat than semi-skimmed milk. A source of calcium and fibre, helping to maintain healthy bones & teeth, as well as containing Vitamin B & D12. SMUG Dairy Blended Oat & Dairy Milk also has 18% CO2e/kg less than Semi- Skimmed British Milk.
SMUG Dairy Blended Oat & Dairy Butter
This creamy butter has a 30% less saturated fat compared to standard butter, as well as containing Vitamins A, D2, E & B2. SMUG Dairy Spreadable Blended Oat & Dairy butter also has 45% CO2e/kg less than Salted British Butter.
SMUG Dairy Blended Oat & Dairy Spreadable Butter
Creamy, spreadable butter with a whopping 40% less saturated fat compared to standard butter. Also a source of Omega 3 and containing Vitamins A, E & D. SMUG Dairy Spreadable Blended Oat & Dairy butter also has 54% CO2e/kg less than Salted British Butter.
Product Range
- SMUG Dairy Blended Oat & Dairy Cheddar 320g: £4.00
- SMUG Dairy Blended Oat & Dairy Grated Cheddar 160g £2.25
- SMUG Dairy Blended Oat & Dairy Cheddar Slices 150g £2.25
- SMUG Dairy Blended Oat & Dairy Milk 1 litre: £1.95
- SMUG Dairy Blended Oat & Dairy Butter 200g: £2.00
- SMUG Dairy Blended Oat & Dairy Spreadable Butter 400g: £3.75
Stockists:
- Tesco: SMUG Dairy Blended Oat & Dairy Cheddar Block, Grated & Sliced available from the 25.03.24, full range available from 13.05.24
- Morrisons: Full range available from 08.04.24
- Sainsbury’s: Full range apart from SMUG Dairy Blended Oat & Dairy Butter available from10.04.24
- Co-op: SMUG Dairy Blended Oat & Dairy Butter 200g from July 2024
* YouGov consumer tracker August 2022 **ComRes
