In the UK, Bradburys Cheese and supermarket chain Waitrose have launched a new brand of cheddar cheese called Amazing Cheddar.
Created to support independent British cheddar producers, Amazing Cheddar will offer “the very best-tasting craft cheddars from across the UK” and will not be limited to one source, meaning that the brand will have the freedom to choose from individual producers based on their cheese’s taste, flavour and depth of character.
The range will initially launch with two varieties: Amazing Cheddar mature, a rich and rounded classic cheddar; and Amazing Cheddar extra mature, which is described as a strong and crunchy variant that “packs a flavoursome punch”.
Initially launching in Waitrose stores, the brand may be extended to other retailers as new cheddar producers are discovered, it said.
Waitrose cheese buyer Chris Dawson said: “Waitrose has a great track record in supporting new brands to get their foothold in the market and we have a proud history of supporting the very best producers within the British cheese industry. We’re delighted to be working with Bradburys to deliver this ethos direct to Waitrose customers.
“Consumers are much more sophisticated than ever before with discerning tastes and a desire to find the best-tasting cheeses with proven provenance. Amazing Cheddar meets this expectation and fulfils a need for an authentic craft cheese product that has been sourced for its complexity and matured longer to bring outstanding flavours that are synonymous with smaller independent cheesemakers.”
Bradburys marketing director Chris Chisnall added: “Amazing Cheddar is packed with both personality and unique flavours – we’re very excited to launch a cheddar product in Waitrose stores.”
The range has been packaged in “visually stunning” red and silver packaging that delivers a bold shelf presence to better communicate its point of difference. It will retail at a price of £4 for a 350g pack.
© FoodBev Media Ltd 2024