The move will be welcomed by some in the industry who think the character indicates that the cheese is made in Somerset. It is in fact Irish Cheddar packed in Wales. It was produced in Ilminster in Somerset until 2001.
Commercial director David Lilburn conceded the Maid image needed refreshing. “The market has moved on,” he said.
British Cheese Board secretary Nigel White wouldn’t
be drawn on the Horlicks Farms case but said: “There is a lot of room for improvement in the way cheese is labelled. We’ve put forward representations to the Food Standards Agency.”
Horlicks Farms, one of the UK’s larger Cheddar brands according to TNS Superpanel data, is stocked in Asda, Morrisons and the Co-op.
Tesco and Sainsbury are interested in a relaunched product, set to hit the market in the spring.
Meanwhile, Dairygold is spending £130,000 promoting its ‘adults only’ Xtreme Cheddar brand on TalkSport radio this month and next.