First Milk is extending its The Lake District Dairy Co brand into regional cheeses with the launch of a Red Leicester and Double Gloucester.
The cheeses (available in 350g blocks) will join the brand’s existing range of mild, mature, extra mature and vintage Cheddars as well as its Quark soft cheese and Frumoo milk drink.
The launch comes ahead of The Lake District Dairy Co’s national TV debut on Monday (23 September).
Airing across ITV, Channel 4, Sky and Channel 5, an ad will feature the brand’s animated characters Cow and Bunny as well as the voices of actress Julie Walters and comedian Will Andrews.
Animation is by Oscar-nominated Sylvian Chomet.
Working with Walters, Andrews and Chomet really brought the character of The Lake District Dairy Co to life, said David Young, First Milk marketing director. “We hope fans of our Cheddars and new Lake District Dairy Co Quark enjoy seeing Cow & Bunny’s debut on the small screen as much as we do.”
The Lake District Dairy Co block Cheddar range and the new Red Leicester will go into Morrisons nationwide from Monday.
The Lake District Dairy Co brand is currently worth £65m but First Milk is targeting £100m in brand sales by 2015.