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Lactalis UK & Ireland has announced it is “reinventing” the cheese burger with its latest NPD, Seriously Cheese Burgers. The ‘burgers’ feature a combination of Scottish cheddar and mozzarella – creating a melting cheese centre – coated in crispy breadcrumbs. They were created to provide consumers with a vegetarian alternative to meat-based burgers that are easy to prepare. Seriously says the launch “reaffirms its ability to transform its unique extra mature cheddar into a variety of engaging cheese products”. Heloise Le Norcy-Trott, group marketing and category director for Lactalis UK & Ireland, said: “With Seriously’s heritage of great Scottish cheddar and our proven track record for bringing successful new products to market, we are confident that Seriously Cheese Burgers will be a big hit with consumers”. The new cheeseburgers are available in packs of two cheese patties, with an RRP of £3. They are available to purchase in Waitrose stores and will roll out into Tesco later in the year. You may also like to read:

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