Dairy marketers took to the free-standing inserts this week to promote new flavors, nutrition and foods for the upcoming Super Bowl (although none identified the championship game as such).

There were few dairy companies and dairy mentions in the free-standing inserts for the week beginning April 22. But Stonefire Naan touts its use of buttermilk and ghee.

Baileys coffee creamer offers a trip to Ireland, Kozy Shack dangles $5k in this week's free-standing inserts.

Cheese, butter and cream are among the ingredients called for in holiday recipes from in free-standing inserts by major consumer packaged goods companies, including Saputo Cheese (Frigo) and Bongrain (Aloutette).