British cheese brand Long Clawstone Dairy unveiled its new Claxtone range at the Food and Drink Expo at NEC Birmingham last month.
The dairy hosted its first stand at the UK’s largest food and drink trade exhibition, and exclusively showcased its new collection of Claxstone British cheeses: Blue Stilton, Shropshire Blue, Aged Leicestershire Red and Smooth Blue.
The new range met praise from some of the industry’s cheese and dairy experts with its four flavours made for cheese consumers and connoisseurs alike.
Each new cheese has been developed to satisfy the increasing demand for quality cheese (3.9% increase in premium cheese sales in the past year).
The Claxstone Aged Leicestershire Red has already gained listings in Asda and Marks & Spencers, on shelf from the end of next month, and it will be joining the Claxstone Smooth Blue in Morrisons from the July 2012.
Janice Breedon Marketing Manager for the Claxstone brand said:
“We had a great response to the new Claxstone range from visitors at the Food & Drink Expo event.
“Each cheese garnered unprecedented praise for their unique taste and flavour profiles.
“This is an incredibly exciting time for the business as we’re bringing something truly different and new to the cheese market and we look forward to seeing further interest from retailers across the whole range.
“We’ve used our century old expertise along with consumer research to hand select these four delicious flavours that appeal to the current premium cheese market, supported by Long Clawson Dairy’s reputation for quality and passion in cheese making.”
The new Claxstone range includes:-
- Claxstone Blue Stilton
- Claxstone Shropshire Blue
- Claxstone Aged Leicestershire Red
- Claxstone Smooth Blue
The team at Long Clawson Dairy has used its home village’s medieval name ‘Clachestone’ as the cornerstone of the new brand, adapting it to ‘Claxstone’ as research suggested this as the preferred name from the consumer viewpoint.
The premium cheese offering is complemented with packaging, featuring an embossed slate effect label with an opportunity to “discover more” via a peel and reveal feature on the front label and dark paper wrap.