Arla is moving its Tickler Cheddar under the Castello speciality cheese brand, with new, co-branded packs rolling out to the multiples this month.
The new packs will carry the Castello crest and Tickler name, with a new on-pack flash saying “Devonshire Cheddar” added to highlight the Cheddar’s English provenance.
The rebranded Tickler will be available in 200g, 350g and 380g pre-packs (rsp: £2, £3.79 and £3.99) as well as behind deli counters. The rebrand will be supported by an in-store sampling campaign.
The Grocer revealed earlier this year Arla was considering moving Tickler - which used to be one of Milk Link’s cheeses - under the Castello umbrella following its merger with Milk Link. Arla senior brand manager Kate Richards said speciality cheeses like those already sold under Castello were consumed in a similar way to premium Cheddar, making Tickler a natural fit for Castello.
“For both, it’s the taste of the cheese that is of the greatest importance and is the key purchase driver for shoppers,” she said. “Many consumers choose to eat these cheeses on their own or with crackers to indulge in the great flavour, making it natural to see a premium Cheddar such as Tickler Cheddar sitting alongside a Castello Creamy Blue cheese on a cheeseboard.”
“We have great ambitions for the Castello brand and Tickler Cheddar will play a big role within this,” said Richards, adding Tickler would benefit from being included in the “expansive marketing plans” Arla had for Castello.
Castello is currently worth £8.63m, while Tickler is worth £3.63m [Nielsen w/e 12 Oct 2013].
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