Blue cheese brand Grand Noir has launched into Tesco with a new format to make its “premium taste more accessible to UK shoppers”.
The SKU (rsp: £4/140g) has rolled into 288 Tesco stores nationwide this week and is designed for tastings, seasonal entertaining, or everyday indulgence, according to the brand.
The cheese, which is gluten and lactose-free, was known for its elegant flavour and smooth consistency, the brand said.
Traditionally sold in larger wheels through deli counters, the “fridge-friendly pack format” in the ‘Grab & Go speciality cheese fixuture’ taps into rising consumer demand for smaller, premium portions.
The launch will be supported by a dedicated marketing campaign across PR, social media and advertising, aimed at building awareness and driving footfall.
“Cheese buyers are increasingly looking for products that combine premium quality with ease of enjoyment at home,” said Grand Noir head of marketing Dominique Delacour. “The product’s convenient size and premium quality give retailers a versatile SKU to drive trial, attract new shoppers, and boost sales in a diverse category.”
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