Good news for fans of Kraft Singles
As Kraft prepares for its widely-publicised re-entry into the Australian market, there’s a spot of good news for fans of the popular Kraft Singles cheese products.
Kraft Singles are set to return to local supermarkets, six months after they were sold to Bega Cheese and given the new name Dairylea Slices, as part of the rebranding.
Bruno Lino, CEO of Kraft Heinz Australia, described Kraft as a “way of life in Australia” and said the multinational was committed to strengthening the brand down under.
“As a first step, Kraft cheese is making a comeback and Kraft Singles will start appearing on supermarket shelves over the next few days,” Lino said.
“Kraft Singles is an Australian staple,” Lino said.
The return of Kraft Singles comes as the company finds itself in a legal stoush with Bega Cheese regarding the packaging of its peanut butter products.
Intellectual property expert Matthew Rimmer touched on the controversy in an interview on 3AW this morning, “Kraft is complaining that Bega is engaging in blatant violation of Kraft’s intellectual property rights and want to prevent further injury to the world famous Kraft brand
But he added: “(Kraft) don’t necessarily have any kind of monopoly over the use of yellow or the use of peanuts.”
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