McLelland hopes to cut itself a bigger chunk of the UK Cheddar market with a spreadable version of Seriously Strong, which enters Asda this month.
As revealed by The Grocer last year (23 July), the spread has been developed to extend the Seriously Strong portfolio which is already in block, grated and sliced versions. As the first extra mature Cheddar in a spreadable form (£1.18 for a 125g tub), the company believes it can help transform the poor image of spreadable cheese, which is declining as consumers seek more authentic tastes.
It is also promising more innovations around the brand, as the Lactalis UK-
owned company seeks to close the gap on market leader Cathedral City.
McLelland marketing manager Renée Milkop said: “The core proposition is so right it can support any number of well-designed and targeted brand extensions.”
She said Seriously Strong Spreadable had a depth of flavour that beat rival Cheddars, and the long development process meant it was unlikely to be copied “anytime soon”.
Primarily for use in sandwiches, the product can also be eaten with crackers or as a dip.
In an interview with The Grocer last year, Lactalis UK managing director Andy Smith claimed that Seriously Stong had the potential to overtake Cathedral City by 2008 and also revealed plans to start exporting the brand.
Claire Hu