The first new product from The First Milk Cheese Company is to be a family cheddar highlighting its Scottish provenance, under the trusted Scottish Pride brand.
Scottish Pride cheese is being produced at First Milk's Scottish creameries using 100% guaranteed Scottish milk, sourced from First Milk's dairy farmers.
The packaging reinforces this commitment by displaying the strapline 'Supporting Scottish Dairy Farmers' which will enable consumers to make a conscious decision to buy a product which supports Scottish producers.
The First Milk Cheese Company is aiming to capture a share of the £40m* branded cheddar market in Scotland with a versatile cheese for the family market.
Richard Hollingdale, sales and marketing director of The First Milk Cheese Company, says: "Scottish provenance is particularly important to Scottish consumers who, where they can, like to buy local produce and we guarantee that Scottish Pride cheddar will be produced using only Scottish milk.
"Scottish Pride is an institution with a rich Scottish dairy heritage which consumers trust and we have developed the best possible product to carry the Scottish Pride name. This is our first new product from The First Milk Cheese Company and we believe that Scottish Pride cheddar is a perfect complement to our premium range of cheeses, Isle of Bute, Isle of Arran, and Mull of Kintyre," said Mr Hollingdale.
Scottish Pride cheddar is made to a special recipe and is selected at the right taste profile to deliver all-round family appeal. Consumers will have their first taste of the new cheese at the Royal Highland Show (21-24 June) where it will be a prominent part of First Milk's presence. The cheddar will be available in 200g and 400g packs with a Recommended Retail Price (RRP) of £1.59 and £2.99 respectively. Listings have been secured in Morrisons, Somerfield, Sainsbury and Co-op Scottish stores. Scottish Pride butter is also widely available in 250g packs with an RRP of £1.09.
The First Milk Cheese Company is the largest UK-based cheese producer with 35% of the cheddar market and was formed in October 2006 following First Milk's acquisition of Dairy Crest's private label cheese processing business.
* Source: TNS 52 w/e 20 May 07.