Bel UK offers grated option
Cheese maker Bel UK has launched a grated variety of its Leerdammer product.
Jean-Paul Pelaez, head of category management at Bel UK, stated that Leerdammer Grated will break up the domination in the grated cheese category, Talking Retail reports.
“With the arrival of Leerdammer Grated, we are offering consumers an improved choice with the reassurance of a brand name they already know well,” he said, noting that most available grated cheeses are either cheddar or mozzarella.
An increased need for convenience by consumers has driven the development, Mr Pelaez remarked.
The cheese is recognised by consumers due to a heavyweight marketing campaign and is a leading brand in the continental cheese and natural slices categories, he commented.
Mr Paelez added that this brand recognition means shoppers will be keen to sample the new product.
Last month, Anchor launched a series of adverts to promote its new Free Range Cheddar product.
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