MD Richard Clothier says he wants his firm to be a "credible number two brand". Lactalis McLelland believes its Seriously Strong brand is already the number two brand and the only credible consumer alternative to mainstream generalist Cheddars.
This is based not only on its positioning which sets it apart but also its continuing development. Seriously Strong spreadable, for example, is already a huge success in the cheese spreads sector.
This, combined with the continued high level of TV and promotional support, have made the brand a clear number two in the market as well as the fastest growing of the top four cheddar brands (Nielsen 52 week data).
Martin Rickenback, group marketing director, Lactalis McLelland