Lactalis McLelland is set to give a boost to its Seriously Strong brand of cheese with the introduction of a new line-up of product formats and flavours, alongside a disruptive £3 million marketing campaign.
With a staggered rollout beginning this month, the new launches will see Seriously Strong spreadable cheddar enter the portions segment for the first time, targeting adult consumers with Seriously Strong Spreadable Squares, which will aim to meet growing demand for convenient cheese portions.
Available in original and lighter variants, the squares come in eight individual foil-wrapped, bite-sized portions and offer consumers the brand’s extra mature cheddar taste in a creamy and, more importantly, easily spreadable format.
Seriously Strong will also strengthen its portfolio of spreadable cheddars and add variety to the category with the launch of new vintage and caramelised onion flavours.
An accompanying marketing campaign will highlight the brand’s taste credentials and aim to bring new adult shoppers into the spreadable cheese portions segment, while also raising awareness of the new range of Seriously Strong Spreadable flavours.
Mike Chatters, category sales director for Lactalis McLelland UK, said: “With summer just around the corner, we can’t wait to offer all cheese-lovers across the UK a brand new way to enjoy the taste of our iconic extra mature cheddar in a convenient and easy-to-use format.
“We already have the number one adult processed cheese spread in the category with Seriously Strong Spreadable Original. The taste credentials and award-winning status of our Seriously Strong Spreadable Cheddars, perfectly positions us to attract new shoppers to spreadable cheese and, with flavours like Caramelised Onion and new snack formats like Squares, we expect to give the category a big boost.”
Seriously Strong Spreadable Squares will be available with a recommended retail price of £1.75 for a 133g pack, while the two new flavours of Seriously Strong Spreadable will each be offered to retailers with a recommended price of £1.45.
© FoodBev Media Ltd 2020
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