North Downs Dairy has brought out 200g packs of pre-grated and sliced formats of its Pilgrims Choice Classic Mature cheddar, which retail at £1.99, while rival Dairy Crest has launched a 200g diced format of its Cathedral City Mature yet Mellow cheddar.
Cathedral City’s new format comes in a recloseable, flexible pack with a wide opening from Amcor Flexibles, which will stand up in the fridge.
Both companies aim to capitalise on what North Downs Dairy describes as “massive growth” in cheddar convenience products. “Consumers want time-saving meal solutions,” said Alastair Jackson, commercial manager for North Downs.
Pilgrims Choice is backed by an ongoing marketing campaign until next month, including press ads in women’s titles. The ads share the strapline ‘No-one’s more choosy about cheddar’.