Milk Link has ditched its Stilton brand, True Blue, less than a year after launch in favour of own-label and named creamery Stilton.
True Blue launched in February last year was designed to give the "boring" Stilton category "a bit of a lift", Milk Link claimed at the time of launch.
It had been trialled in selected supermarkets, and since been delisted, a spokeswoman for Milk Link confirmed, but would not reveal why the launch had failed. "Our focus remains on continuing to produce customer label and Tuxford and Tebbutt named creamery Stilton, which is stocked in supermarkets across the UK."
Milk Link was hoping to increase the average number of consumer purchases of Stilton from 2.7 times per year to 3.5 times a year targeting a 10% share of the Stilton category through True Blue's "cartoonish" look. It had hoped to sell 300 tonnes of the cheese a year.
True Blue launched in February last year was designed to give the "boring" Stilton category "a bit of a lift", Milk Link claimed at the time of launch.
It had been trialled in selected supermarkets, and since been delisted, a spokeswoman for Milk Link confirmed, but would not reveal why the launch had failed. "Our focus remains on continuing to produce customer label and Tuxford and Tebbutt named creamery Stilton, which is stocked in supermarkets across the UK."
Milk Link was hoping to increase the average number of consumer purchases of Stilton from 2.7 times per year to 3.5 times a year targeting a 10% share of the Stilton category through True Blue's "cartoonish" look. It had hoped to sell 300 tonnes of the cheese a year.
No comments yet