Lactalis McLelland has revamped and rationalised its Seriously Strong Cheddar brand to target consumers who want a full-bodied and strong flavour.

Consumer research had prompted it to focus more on the "intense taste" of the brand.

As part of the re-focus, Lactalis has ditched both its Smooth and its Lighter variants.

"Smooth and Lighter did not have a clear fit with this brand promise and have therefore become casualties of this re-focused strategy," said David Bennett, marketing manager, Seriously Strong.

"We know consumers spend little time at the busy cheese fixture," he said. "The new packaging design will have greater impact on-shelf and set us apart from our competitors."

Sales of Seriously Strong have grown 31.8% by volume over the past year [Nielsen MAT 15 May 2010].