UK cheese producer Wyke Farms has launched a new cheese brand called London 1856, which has been specifically created for the export market.
According to Wyke Farms, the new range represents the first cheddar from Wyke Farms to be launched on a global scale, while the brand has been developed to target the rapidly growing Asian market.
Wyke Farms claims that it has carried out research over the past four years to understand the needs of shoppers in the region and identify what it is they expect from UK food brands.
The London 1856 range will initially include an extra mature cheddar product which has been aged for 300 days, as well as mild, mature, vintage, and Red Leicester variants.
The launch of the new range comes as Wyke Farms aims to establish a globally recognisable brand to formalise their offering as part of the company’s ‘Brexit proofing’ strategy.
Rich Clothier, managing director at Wyke Farms, said: “In many of the emerging regions we are seeing the first generation within families who are able to travel; the first trip is often London to experience the tastes and culture of the UK.
“Because of this and the success of the London Olympics, ‘Cool Britannia’ is a growing sentiment and one we have been market researching for a number of years. We are now ready with the right cheese, in the right place and at the right time.
“This is the first brand we have ever launched that is targeted purely at export markets.”
The launch of the new export brand follows the company’s announcement in 2019 that it would expand and double the capacity of its Bruton dairy facility in Somerset, in order to launch new products for export.
Wyke Farms also scaled up its international distribution reach earlier this year by agreeing a distribution partnership with Netherlands-headquartered Westland Cheese (Westland Kaasspecialiteiten B.V.).
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