Collier's Powerful Welsh Cheddar hopes to mobilise shoppers to lobby more supermarkets into stocking the brand following its delisting by Sainsbury's last month.

The Fayrefield Foods brand is using Facebook and Twitter to get consumers to respond to an article in The Grocer (2 April p31), which revealed the brand had been a high-profile victim of a cull of Cheddar brands by the retailer.

Last Tuesday, the brand posted a message on its Facebook page saying: "We'd like to hear your thoughts on this article. Your opinions count."

Several consumers have since voiced their disappointment at the delisting. "Oh no! I only shop at Sainsbury's because they stock Collier's. Looks like I'll now be a Morrisons customer," posted Mike Goode, while Leigh Kembery posted: "Oh no, I love Sainsbury's and Collier's. Let's get on to Sainsbury's and get them to change their minds."

On Thursday, Collier's responded by posting: "It's only through you letting the supermarkets know what you want that will make the difference. Thanks for all your replies." Also on Thursday, it tweeted: "If Collier's Powerful Welsh Cheddar isn't in your favourite supermarket, don't just accept it. Tell them you want it."

Following a number of tweets from Collier's fans concerned about the delisting, Sainsbury's tweeted: "We've reviewed our cheeses and have stopped selling this to make room for new ones. We'll pass your feedback to our cheese team." A Sainsbury's spokeswoman subsequently told The Grocer it did not comment on individual suppliers.

However a Collier's spokeswoman said she hoped the retailer would be spurred into action.

"We hope the feedback on Facebook and Twitter from Collier's fans will demonstrate the cheese's strength of following and that hopefully it will soon be back on shelves by popular demand," she said.

Meanwhile, Wyke Farms has become the latest Cheddar brand to be delisted by Sainsbury's.