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A tasty, new launch from Dairylea Lunchables just in time for the back to school rush

There's never been a better time to "do lunch" with Dairylea Lunchables. The reformulated and re-launched range offers five popular SKUs and now, just in time for back-to-school, comes the new Lunchables Ham 'n' Cheese Wrap. With latest TNS data highlighting cheese and ham as the two most popular sandwich fillings amongst children under ten, the new Lunchables Ham 'n' Cheese Wrap looks set to be a winner amongst both kids and mums, who will welcome the sight of an empty lunchbox at the end of the day. All the products in the Dairylea Lunchables range including the new Ham 'n' Cheese Wrap provide at least one-third of a child's daily recommended intake of calcium. They also contain vitamin D, which aids calcium absorption to help build strong bones and teeth as part of a balanced diet with exercise. As with all the Lunchables variants, the new Ham 'n' Cheese Wrap contains wholegrain and is a good source of protein with no artificial colours or flavours. Kids and mums alike may not particularly welcome the back-to-school period, but for retailers it presents a huge opportunity, given the total lunch combinations market is now worth £36.3million. David Wood, European Marketing Director at Kraft Foods, comments: "As brand leader in the growing kids' cheese snacks segment, we understand the importance of continuing to drive value growth through sustained, consumer-led innovation. "The re-launch of the Lunchables range earlier this year is a good example of such innovation. Responding to mums' nutritional concerns and those of other key stakeholders, a new Lunchables range was created, giving kids beneficial ingredients such as Vitamin D and calcium along with less saturated fat and salt and no artificial colours or flavours." To help mums further, all Dairylea Lunchables packs feature Guideline Daily Amount (GDA) labelling on front of pack so at a glance the percentage of calories, fat, saturated fat, sugar, and salt each serving contributes to a child's (5-10 years) intake is clearly visible. Kraft Foods UK Tel: 01242 236101 www.kraftfoods.co.uk