Sales of Pilgrims Choice Cheddar have surged 60% over the past year, more than five times the growth rate of the category overall. The value of the Cheddar brand reached £64m [TNS, 52 w/e 7 September] and recorded a 56% volume sales growth to 11,800 tonnes, making Pilgrim’s Choice the fastest growing top-10 cheese brand by volume. The cheese category rose 11.5% in value to £878m in the same period.

The rise was due to a multi-million pound marketing campaign for Pilgrims Choice that included TV, press, samplings and a range of other PR activity, said Mike Davies, MD of brand owner North Downs Dairy. The company is launching a further promotional push this week when the brand’s ‘Up To Scratch’ campaign airs for a two-week run. The ad features a Pilgrims Choice grader looking for the ripest tomato and freshest bread to make the perfect sandwich.