The Lake District Cheese Co has launched its Mature Cheddar in two new formats in a bid to continue the brand’s successful start to 2011.
Lake District Grated and Lake District Bites are available now and both of the new products hopes to successfully tap into consumers’ demands for convenience products.
The grated version of the Cheddar comes in a stand-up, easy to open pack, designed to meet the rising trend towards home cooking.
Lake District Cheddar Bites are launching in net bags including six portions of Mature Cheddar 20g ‘bites’, which have been sized for the snacking and lunchbox markets, both of which are currently showing growth.
The launch of the two new products comes on the heels of the latest industry statistics which show that The Lake District Cheese Co has become the Number four best-selling pre-packed Cheddar brand in the UK.
More than one in four 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 and, at the same time, the Cheddar was also launched in new packaging.
The campaign, which targeted retailers and the grocery trade, brought to life the cow and bunny characters from the brand’s logo.
Marketing director, Paul Murray, said: “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.”
The launch of these two new products hopes to not only increase and maintain interest in the brand but also launch themselves into a new sector.
The Lake District Cheese Co brand is part of First Milk, the UK’s largest dairy farmer owned business.
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