Cheese importer Futura Foods has announced the launch of Yamas!, the UK’s widest range of branded Greek and Cypriot cheeses.
Aiming to widen the appeal of Greek cheeses, the Gloucester-based company will be stocked in Tesco, Morrisons and Ocado from May.
It’s an addition to its current portfolio of Italian, French, Spanish, Swiss, Danish, Dutch and German cheeses, as well as private-labelled Greek cheeses for UK supermarkets.
The initial launch will feature four Yamas! cheeses, from traditional UK favourites Feta and Halloumi to lesser known varieties, such as Graviera, which despite being Greece’s second most popular cheese, has never been sold in UK supermarkets.
- Mild Feta – a light, tangy flavor made from 100% sheep milk
- Smoked Greek Cheese – a new, smoky cheese made from authentic Feta
- Halloumi Burger Slices – a vegetarian alternative
- Graviera – a buttery, delicate cheese
There are plans to introduce further cheeses later in the year under the Yamas! brand.
Halloumi and Feta are respectively the second and fourth fastest growing European cheeses in the UK respectively, and with sales worth £14.5m in 2010-11.
Feta is also the sixth most popular overall.
Yet despite this interest, only 11 per cent of British households regularly buy Feta, and less than 5% regularly buy Halloumi, highlighting a significant opportunity for growth.
The Yamas! range will be available from Tesco and Morrisons and Ocado nationwide.