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*Pilgrims Choice, the number two Cheddar brand now worth £58.8million, is launching four speciality cheese products for the retail market this summer.**
The products are: Pilgrims Choice Wensleydale with Cranberries, Pilgrims Choice Smokey Cheddar, Pilgrims Choice Double Gloucester with Onion and Chives, and Pilgrims Choice White Stilton with Apricots.
Mike Davies, Managing Director of North Downs Dairy, owners of the Pilgrims Choice brand, said: “Pilgrims Choice has developed these new lines in line with consumer demand for alternative variants in the cheese category.
“2008 will see the Pilgrims Choice brand realise its biggest support programme to date, with TV and consumer and trade press advertising and PR, a new recipe booklet and massive sampling programme in stores across the UK. We believe the investment will see sales of Pilgrims Choice escalate. It will also ensure the popular Cheddar brand will continue to play a leading role in the Cheddar category.”
Data source: * TNS 52 w/e 23.03.08 – value/volume