Lactalis UK & Ireland has taken its Leerdammer brand into spreadable cheese for the first time.
Leerdammer Original Spreadable went on sale in Morrisons and Ocado this week (rsp: £1.90/125g).
The dairy giant hailed the NPD as an “exciting new step for the UK’s number one natural cheese slices brand”.
Designed to tap into new usage occasions and broaden the brand’s appeal across a wider shopper demographic, the spread was said to bringing Leerdammner’s “iconic mild and nutty flavour to a smooth and versatile format”, ideal for sandwiches, bagels, or crackers. It is made with real Leerdammer cheese.
“This is a hugely exciting time for Leerdammer as we take the brand into new categories,” said Lactalis UK & I group marketing director Heloise Le Norcy-Trott.
“There is a clear gap in the market for a mild, continental cheese spread and we feel that the ever-popular Leerdammer brand is the perfect fit. We can’t wait to add something new to the spreadable fixture with this launch.”
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