The Lake District Cheese Co has launched its award-winning Mature Cheddar in two new formats to continue the brand's flying start to 2011.
Lake District Grated and Lake District Bites are already appearing in supermarket chiller cabinets, with both new products tapping into consumers' demands for convenience products.
The grated version of the 'deliciously moreish' Cheddar comes in a stand-up, easy to open pack, designed to meet the rising trend towards home cooking.
Lake District Cheddar Bites sees six Mature Cheddar 20g portions or 'bites' packed into a net bag, which are perfectly sized for the snacking and lunchbox markets, both of which are showing strong growth.
The launch of the two new products comes hot on the heels of the latest industry statistics* which show that The Lake District Cheese Co has become the Number 4 best-selling pre-packed Cheddar brand in the UK.
More than 1 in 4 British households had Lake District Cheddar in their fridge in the last 52 weeks, meaning that a pack of Lake District cheese is bought every three seconds.
The growth of The Lake District Cheese Co follows a £1 million autumn marketing campaign, which focused on the brand's taste and local origin. At the same time, the Cheddar was also launched in distinctive new packaging.
The campaign, which targeted retailers and the grocery trade, was creatively different to anything else in the cheese market and brought to life the cow and bunny characters from the brand's logo.
"Our ambition is to become the Number 3 best-selling pre-packed Cheddar in the country within three years. During the course of the marketing campaign we have close to tripled the number of places where you can buy Lake District Cheddar and we now have a national platform to grow our brand further," explained marketing director, Paul Murray.
Just last month, the 82-strong team at The Lake District Creamery were celebrating lifting the gold award at the prestigious Grocer magazine Food & Drink Excellence Awards 2011.
The Lake District Cheese Co brand is part of First Milk, the UK's largest dairy farmer owned business.
For further information and jpegs of the new products, please contact Jill Coyle, communications manager, First Milk on 0141 847 6884.
* Kantar Worldpanel data 52 w/e 20 February 2011. Everyday Block Branded Pre-pack Cheddar
22 March 2011