ASDA has become the first major retailer to move its retailer brand cheese into reclosable zip lock packaging.The move follows nine months of development work with First Milk and means ASDA retailer brand cheddar sits alongside the UK's leading cheese brands in the latest packaging. First Milk supplies ASDA with a range of retailer brand Scottish, English and Welsh cheddars.
Richard Hollingdale, First Milk's sales and marketing director for its cheese business, commented: "Reclosable packaging provides consumers with both extra value and convenience at a time when they are looking for a quality product at a competitive price.
"We are delighted to have worked in collaboration with ASDA to ensure they were the first major retailer brand to market with this technology. Zip lock means consumers do not need to re-wrap the cheese after use and it is also easier to open than standard packaging."
ASDA's retailer brand cheese has also undergone a pack re-design in line with the zip lock technology.
16 September 2009
Notes for editors
First Milk is the UK's largest farmer-owned dairy business, with over 2800 producers across the country from Central Scotland to the South of England and from west Wales to East Anglia.
Its milk division handles 1.8 billion litres of milk per annum and its cheese company is the largest UK-based cheddar supplier. First Milk also supplies a range of customers with innovative products through our ingredients business.