Dairy Farmers of Britain has expanded its branded cheese portfolio with a range of four cheeses.
The 1st Grade range, launched into 650 Tesco stores last week, features mild, mature and ploughman's vintage Cheddars and Red Leicester.
The cheeses are aimed at a gap in the market between everyday brands and niche offerings, said DFB.
"We believe 1st Grade is a really strong offer for consumers who want top-quality food on a regular basis, rather than the occasional premium treat," said Mike Whetter, DFB marketing manager for cheese. The cheeses are priced from £2.99 to £3.99 per pack.
DFB, which is supplying the range through its Llandyrnog creamery, has agreed a one-year exclusive distribution deal with Tesco. The agreement represented "a major step forward in our drive to sell DFB brands prominently through the major multiples," said Whetter.
The 1st Grade range, launched into 650 Tesco stores last week, features mild, mature and ploughman's vintage Cheddars and Red Leicester.
The cheeses are aimed at a gap in the market between everyday brands and niche offerings, said DFB.
"We believe 1st Grade is a really strong offer for consumers who want top-quality food on a regular basis, rather than the occasional premium treat," said Mike Whetter, DFB marketing manager for cheese. The cheeses are priced from £2.99 to £3.99 per pack.
DFB, which is supplying the range through its Llandyrnog creamery, has agreed a one-year exclusive distribution deal with Tesco. The agreement represented "a major step forward in our drive to sell DFB brands prominently through the major multiples," said Whetter.
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