Blended cheese manufacturer The Ilchester Cheese Co. has announced the launch of a new format across two of its brands, Applewood and Mexicana.
The Ilchester Cheese Co. is taking an innovative category approach to flavoured cheese with the introduction of a 185g bar, creating a more versatile format for increased usage across everyday meals and occasions, encouraging more experimentation in the kitchen.
The new format has tested especially well with consumers, with data showing an increased desire for more flavour - including smoky and spicy – in everyday meals. The new bar is super versatile, with a shape that lends itself better for slicing, grating, and cubing for snacking, with a shape that still looks appealing on the cheeseboard.
With an RRP of £2.75, consumers can purchase the Applewood Original Bar and The Original Mexicana Cheddar Bar now, at retailers nationwide.
“Our flavoured cheeses have been elevating meals and occasions for more than 60 years – flavour and format innovation is part of our DNA and the new 185g bar adds to this strong heritage,” said James Catchpole, Managing Director.
The Ilchester Cheese Co. will be supporting the new format launch with a multi-channel marketing campaign, delivered through PR, strategic influencer campaign, DOOH, radio, social media and shopper media.