Cheddar brand Davidstow launches online store

Leading premium branded cheddar Davidstow has launched a new direct to consumer store.

The branded web-shop also offers a new range of exclusive aged cheddars and gift sets.

“We’re hugely excited to be supplementing our existing retail listings with the launch of a new direct to consumer store,” commented Jonathan Westlake, Davidstow brand controller at Saputo Dairy UK.

The brand hopes to capitalise on the unprecedented growth in online shopping triggered by the COVID-19 pandemic, particularly as its core target audience of older shoppers embrace the trend.

“Their behavioural shift offers an opportunity for us to widen our reach among our core consumer segment and to own the relationship more directly, as well as making our unique aged Davidstow profiles accessible to a wider audience,” Westlake said.

The online range will include 40-month-old Davidstow Reserve and the highly coveted 60-month-old Davidstow Special Reserve, a maturity that has previously only been accessible to a select handful of Michelin starred chefs.

Shoppers will also be able to purchase a range of Davidstow cheddars catering to more everyday use, ranging from 12 months through to 36 months of maturity.

“We want to make a clear distinction between our direct-to-consumer range and our pre-packed products available in supermarkets, so we’re launching with a fully differentiated range of formats and maturities, including aged varieties that we’re simply not able to offer in multiple retail due to the complexity of the maturation process and the volume available,” Westlake added.