Lactalis UK & Ireland has launched Leerdammer Mini Cubes as it targets the growing cheese snacking category.
Made in the Netherlands with Leerdammer Original Cheese, Lactalis said the product (rsp: £2/110g), which launched into Morrisons on 11 May, delivered Leerdammer’s “distinctive mild, nutty taste” in a cube format for snacking.
Available in a resealable pack, containing 100% cheese and no artificial additives, the company said the mini cubes combined “natural cheese credentials, quality and a lighter nutritional profile than cheddar”.
The development comes as value sales in the cheese snacking category have increased 13.3% year on year [Circana], with snacking and processed segment now the fourth-biggest in cheese.
“Cheese snacking is becoming an increasingly important part of the category, as shoppers look for products that balance convenience, quality and great taste,” said Lactalis UK & Ireland group managing director Héloïse Le Norcy-Trott.
“Leerdammer Mini Cubes bring our distinctive mild, nutty flavour into a new format designed for everyday grazing and sharing occasions,” she added. “As well as extending Leerdammer beyond slices, the launch gives retailers a compelling branded proposition in a growing part of the fixture.”
The launch has been supported by in‑store signposting to drive visibility and awareness.
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