Scottish dairy brand McLelland has revamped two of its red cheddar cheeses, introducing a new pack design that better communicates McLelland’s Scottish heritage.
The mature and extra mature variants relaunched exclusively into 60 Morrisons stores across Scotland last week, with 350g packs of the brand’s cheddar being offered at an introductory price of £2.
The new provenance-led design involves black packaging inscribed with extracts of a map of Scotland and the Saltire – or Scottish flag – emblazoned on packs to indicate the cheese’s origin. Each pack also features a stylised cow, the brand’s logo and the year in which the McLelland brand was founded, 1850.
Mike Chatters, sales director for Lactalis McLelland UK, said: “McLelland is an iconic and much-adored brand of cheese and its relaunch is set to satisfy consumers looking for tasty and characterful, traditional Scottish red mature cheddar cheese flavours at an accessible price point.
“As a brand that has been producing high-quality cheese for over 165 years, we are proud that our cheese is created using an original Scottish recipe made with only Scottish milk, which is then carefully selected by our specially trained cheese graders to ensure perfection.”
And Morrisons cheese buyer Robert Willey said: “We have listened to our customers and identified a need for more local and regional products and are delighted to be able to launch McLelland Scottish cheddar exclusively in our Morrisons Scottish stores.”
The two McLelland 350g maturities, mature and extra mature, have a recommended post-offer retail price of £2.65.
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