The FSA wants 25% of the Cheddar on sale to be reduced fat versions by 2015. This is its stated aim in the proposals published this week on saturated fat reduction. The proposals are now in consultation, however, if the recommendations are adopted it could see the definition of Cheddar cheese changed.
At the moment, legislation sets a minimum fat content for Cheddar. The FSA is considering changing this so that lower-fat cheeses could be described as Cheddar, rather than as Cheddar-style cheeses.
The FSA is also proposing recommendations to focus promotional activity on lower-fat cheeses.
In February, the agency launched a satfat campaign targeting consumers, which advised shoppers to compare the labels on different cheeses to see which contain less fat.
Some suppliers have already broadened their portfolios to provide healthier choices. In September, Milk Link launched a lighter Cheddar-style cheese that has subsequently been listed in Waitrose.
Milk Link intends to follow up with a mature variant in February and it also promises there will be further healthier cheese brands emerging from its new innovation centre.
Also this year, Bel UK launched a Deli-Light range under The Laughing Cow brand. The spreadable flavoured cheese portions contain 7% fat.
Other dairy players have been building their lower-fat cheese portfolios for some time now. Cathedral City Lighter is now worth £24m in sales, up 3% on last year, and now accounts for 12% of total Cathedral City Cheddar sales.
The growth of lower-fat variants is something that seems set to continue, with or without the FSA's help.
However, industry sources claim the half-fat market is in decline because, while shoppers are willing to compromise on fat content to some extent, a 50% cut is a step too far.
Focus On Cheese
At the moment, legislation sets a minimum fat content for Cheddar. The FSA is considering changing this so that lower-fat cheeses could be described as Cheddar, rather than as Cheddar-style cheeses.
The FSA is also proposing recommendations to focus promotional activity on lower-fat cheeses.
In February, the agency launched a satfat campaign targeting consumers, which advised shoppers to compare the labels on different cheeses to see which contain less fat.
Some suppliers have already broadened their portfolios to provide healthier choices. In September, Milk Link launched a lighter Cheddar-style cheese that has subsequently been listed in Waitrose.
Milk Link intends to follow up with a mature variant in February and it also promises there will be further healthier cheese brands emerging from its new innovation centre.
Also this year, Bel UK launched a Deli-Light range under The Laughing Cow brand. The spreadable flavoured cheese portions contain 7% fat.
Other dairy players have been building their lower-fat cheese portfolios for some time now. Cathedral City Lighter is now worth £24m in sales, up 3% on last year, and now accounts for 12% of total Cathedral City Cheddar sales.
The growth of lower-fat variants is something that seems set to continue, with or without the FSA's help.
However, industry sources claim the half-fat market is in decline because, while shoppers are willing to compromise on fat content to some extent, a 50% cut is a step too far.
Focus On Cheese
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