Five months after The Grocer first revealed that Tesco planned to launch a new Cheddar brand with Adams Foods, Mu Cheddar is now hitting shelves.
The six-strong range which comprises 350g blocks of mild, medium, mature and lighter mature Cheddar as well as grated and sliced mature variants goes on sale this Monday.
Priced at £3.29 for a 350g block of mild Cheddar and £3.49 for a block of mature, Mu will come in at the bottom of where the core mainstream Cheddar brands are, which typically cost £3.50 to £3.80.
The range would be “fun and delicious” and stand out on shelf, said Tesco cheese buyer David Chamberlain, while Adams Foods added that the family-friendly feel of Mu would help “bridge the gap for Tesco shoppers between standard own-label and branded cheese”.
The Cheddar packs carry a front-of-pack flash saying ‘Product of the UK and Ireland’, but Adams Foods, part of the Irish Dairy Board, would not be drawn on how much UK-sourced Cheddar would go into the line.
Although the Mu brand will be exclusive to Tesco, it is not a venture brand these are typically owned by Tesco, whereas the Mu trademark is owned by Adams Foods.