Continental cheese specialist Bradbury and Son is hoping to encourage more shoppers to use cheese in cooking with the launch of a new range of recipe-specific cookery cheeses.
Sold under Bradbury’s new The Cheese Kitchen brand, the range comprises Mediterranean salad flakes, a Mexican grated cheese blend, an Italian grated cheese blend and Edam & chilli cubes.
The market for sliced and grated cheese had been in strong growth, and most cheeses were now available in sliced and grated formats, said Bradbury and Son marketing director Chris Chisnall. The range would let consumers use cheese in new ways, acting as an “ideal mealingredient solution”.
Each product bears a photograph of a dish in which the cheese might be used, with on-pack descriptions also helping guide the shopper towards recipes. For example, the Italian grated cheese blend is described as a ‘blend of thick grated cheese, herbs and spices’ to add ‘extra flavour to pasta, pizza, risotto…’ – and the Edam & chilli variant is ‘perfect for nibbles, salads, sauces…’.
Each product comes in a 125g pot with a resealable lid rather than the plastic bags in which most sliced and grated formats are currently sold. This gave the range “a modern, premium feel,” Chisnall said.
He added that Bradbury planned to refresh the range with new variants throughout the year to tap into seasonal eating patterns. Launches are already planned for early 2012, although Chisnall said it was too early to reveal details.
The Cheese Kitchen is the latest cheese range launched with specific recipes or usage occasions in mind. In August, Alex James launched a range of cheeses into Asda, including Cheddar Mozzarella Blankets, shaped to resemble slices of bread, as well as Cheddar Spudsworth, described as ‘clever little cubes to microwave and serve molten’.
The Cheese Kitchen range went into Morrisons last Saturday (rsp:£1.79).