Fayrefield Foods reckons it has nailed low-fat cheese with a version it says does not sacrifice on taste or texture.
Heartfelt is a new 5% fat brand (rsp: £1.99 for a 250g block) in trendy, bright pink packaging. It is aimed at dieters, those with high cholesterol or heart problems or people trying to adopt a healthier lifestyle.
Marketing director Chris Swire said the product, which has a listing with Tesco and is about to go into Morrisons,
would meet increasing demand for healthier cheese.
“A lot of 3% fat cheeses don’t taste great and are difficult to cut,” he said. “Heartfelt can be sliced, cubed or grated with ease and it has a medium flavour.”
Swire continued: “Cheese is an area that has languished without any real development in terms of healthy eating.
“The problem is that cheese has traditionally had a high fat content, which contributes to its flavour, but I am sure people will become used to a certain type of low-fat cheese in the same way as they have done with yoghurt.”

Heinz is launching a cricket promotion on sauces, beans, pasta meals and soup products aimed at independent retailers from next month to October. It invites them to join the Heinz Cricket Club and make ‘runs’ by displaying the core range. Prizes include the chance to meet an international cricketer of choice in his homeland.
Purbeck is launching a 500ml limited edition Strawberry & Cracked Black Pepper ice cream flavour at the Speciality & Fine Food Fair in September.
General Mills is running an on-pack promotion on Old El Paso products linked with Channel 4’s Big Brother. First prize is an all-inclusive party for 20 people in the Big Brother house. Other prizes include BB T-shirts.
Masterfoods is launching an £8m marketing and TV campaign for its New Pedigree Complete dog food brand. It will include a direct mail initiative and in-store PoS material.
Rival brand Winalot has launched a range of canned dog food called Casserole Selections, available in six 400g cans with an rsp of £2.49.
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