Delamere Everyday will initially comprise one SKU, a natural soft goats cheese log (rsp: £1.30), featuring little packaging and containing limited ingredients. The new line will go into Ocado this month and complement the standard Delamere Dairy range. The new tier was a way of getting more people trying goats cheese and the Delamere brand, said commercial director Ed Salt.
A honey-flavoured goats cheese log and a log with herbs will also debut in Ocado this month as part of Delamere's standard range. The honey flavour would challenge perceptions of goats cheese, said Salt. Greek yoghurt, which was made from sheep and goats milk, was synonymous with honey, he added, and the company wanted to take the combination further. "When we brainstormed it, it was a natural progression and it works."