Cheese producer Lactalis McLelland has expanded its Seriously Strong Spreadable cheese range with new flavours and its first foray into the portions segment.
The brand has added vintage Cheddar and caramelised onion flavours to the Spreadable pots line-up (rsp: £1.45/125g), and launched Seriously Strong Squares - a pack of eight individual foil-wrapped spreadable cheese squares - in original Cheddar and Lighter (30% less fat) variants (rsp: £1.75).
The new products went on sale in the mults last week and will go into the convenience and independent channels over the coming months. Lactalis said they were intended to meet growing consumer demand for convenient cheese products.
The NPD will be supported with a £3m push later this year, including TV, shopper marketing and social media.
“We already have the number one adult processed cheese spread in the category with Seriously Strong Spreadable Original [Kantar Worldpanel 52 w/e 13 September 2015],” said Lactalis McLelland category sales director Mike Chatters. “We expect to give the category a big boost.”