First Milk's Welsh Cheddars Expand Into England

Growing consumer demand for products with true provenance is reaping dividends for First Milk with an array of new listings in Morrisons stores for their cheese brands.
For the first time, the Pembrokeshire Cheese Company brand, created at the Haverfordwest Creamery in west Wales, has secured listings outside the principality, with the cheddar now stocked on shelves in Morrisons' west of England stores.

The brand is also available in Tesco, Asda, Somerfield and Spar stores throughout Wales.

Richard Hollingdale, First Milk's sales and marketing director cheese is delighted with the additional listings.

"In the Wales and West region, almost half of shoppers now buy Welsh origin cheese products. In response to this consumer trend, retailers like Morrisons have increased their Welsh offering to meet the growing demand for products that have true provenance.

"Consumers want to understand more about the origins of the brands they are purchasing. We are finding it a competitive advantage that we can guarantee that 100% of the milk that goes into making our Pembrokeshire Cheese Company range comes from Welsh dairy farms."

First Milk's Lake District range of cheddars has also increased its distribution and now features in all of Morrisons' English stores. The Lake District range has also signed up for a second year as a main sponsor at the world's biggest cheese show at Nantwich in Cheshire at the end of July.


Notes for editors

The Pembrokeshire Cheese range was launched at the Royal Welsh Show in July 2008.

For further information, please contact Paul Flanagan on 07767 241452