The new Yeo Valley Organic cheese will include three Cheddar variants, mild, medium and mature (rsp: £2.39 to £2.79 for a 320g pack).
These will be shortly followed by the launch of regional and speciality hard cheeses such as Vintage Farmhouse Cheddar, Double Gloucester, Red Leicester and Cheshire.
The milk will be initially available in two varieties, wholemilk and semi-skimmed, in one-litre carton packs with a convenient pouring spout (rsp:79p) and will go head-to-
head with Rachel’s Organic, which launched its own brand of organic milk in May 2002.
Yeo Valley Organic’s marketing director, Ben Cull, said organic milk and cheese offered a big opportunity. “Milk and cheese are both massive markets but in our view the organic sectors are not performing to their full potential. We believe that this is because of limited availability, and the absence of strong brand names.”
The launches will be supported by a two-month multimedia campaign, centred around London and the south-east of England.
It kicks off next week with press, poster and bus-side advertising, sampling and direct mail built round the strapline ‘In a world gone mad, it’s sanely delicious’.
Yeo Valley Organic has had great success with its organic yogurts and has become the seventh biggest yogurt and pot dessert brand (The Grocer Top Products Survey, December 2003). Its portfolio also includes organic butter and cream.