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The Ilchester Cheese Co, a player in the UK’s blended cheese market, has debuted a new brand, The Crafty Herd, aimed at invigorating the flavoured cheese segment in time for the festive season.

This new brand seeks to capture consumer interest with a playful approach and a range of bold flavours designed to inspire culinary creativity.

The Crafty Herd will debut with a new product, The Crafty Herd Advent Calendar. This offering features 13 original cheese flavour pairings, including intriguing combinations such as Wensleydale Toffee, Maple and Caramel Biscuit, and Sriracha and Honey.

Designed for refrigerator convenience, the advent calendar can be split in half after the first 12 days, optimising fridge space during the busy festive period.

Additionally, a QR code on the packaging will allow consumers to provide feedback on their favourite flavours, which will guide future product development.

With a recommended retail price of £15.00, The Crafty Herd Advent Calendar will be available at major retailers including Sainsbury's, Morrisons and Ocado across the UK.

The company has plans to expand the brand’s offerings in 2026, introducing new formats and flavours aimed at enhancing cheeseboards and festive dishes.

James Catchpole, managing director of The Ilchester Cheese Co, said: “We are incredibly proud of The Crafty Herd; the brand is original, bold, and adventurous. Every mouthful excites the palate and embodies everything you want in a cheese.”

Catchpole highlighted the importance of innovation in the flavoured cheese market, noting that loyal consumers are increasingly seeking unique and interesting flavours.

He added that the brand aims to address consumer concerns about waste by providing guidance on how to use flavoured cheeses effectively, catering to both frequent and infrequent buyers. “This new brand can really deliver against these needs in a relevant and exciting way,” he said.