Cheddar cheese brand Pilgrims Choice is launching new, 730g packs of Mild and Mature Cheddar created to give shoppers a bigger, better-value format.
The new "Bigger Pack Great Value" block establishes a clear best-value tier within the Pilgrims Choice portfolio, and the new 730g pack will be available in both Mild and Mature Cheddar.
The Mild Cheddar, the first to be included in the Pilgrims Choice range, delivers a mellow, creamy and moreish flavour profile with a smooth, rounded character. The Mature Cheddar is smooth and velvety, with a full-bodied, robust cheddar flavour and a creamy mouthfeel.
Listings in retailers will come in 2027, and in line with providing a strong value proposition for families and larger shopping missions, the packs have an RRP of £6.00 and will be supported by targeted price promotions.
“Our new 730g Pilgrims Choice block will give shoppers a bigger, better-value format that meets a growing demand for family meal solutions and value-led shopping," said Sarah Burrow, Ornua Foods UK Marketing Controller. "It fills a gap in our current pack architecture, sits as our best-value block offering, and will help us recruit new households into the brand.
“The introduction for the first time of an incredibly moreish Mild Cheddar alongside our bolder Mature will broaden our appeal and give more shoppers, especially family households, the opportunity to enjoy the brand.”
The "Bigger Pack Great Value" messaging will be called-out on front of pack and be further amplified via Pilgrims Choice’s shopper channels online and in-store; on social media and through influencer campaigns including from Pilgrims Choice brand ambassador George Egg, the culinary anarchist and original "Snack Hacker".