New look and new products for UK’s Number two cheddar cheese brand

chhese1Pilgrims Choice, the UK’s fast-growing number 2 cheddar brand*, has re-energised its brand and unveiled a fresh new look, in addition to launching two new products. Capitalising on the success of top selling lines Pilgrims Choice Extra Mature and Mature, the company is launching Vintage Farmhouse and the innovative Xtreme!

Vintage Farmhouse is traditionally handmade on the farm, in the West Country.  PDO accredited, its strong, intense flavor has been developed in line with consumer research, which highlighted a growing preference towards a stronger, more flavoursome product.

Pilgrims Choice Xtreme is not for the faint-hearted!  Specially developed to appeal to those customers who love exceptionally strong flavors, Xtreme does just what it says it does and delivers its pack promise – “for adults only.”

All products in the Pilgrims Choice line-up will enjoy a fresh new approach to packaging driving personality and appeal into new and potentially younger markets. Head Grader Kevin Beer is brought alive on pack, reinforcing the quality (every cheddar enjoys a rigorous grading process and is graded at least three times before being packaged at the peak of perfection), taste and versatility of Pilgrims Choice. New packaging also means a new contemporary logo, creating easy differentiation and navigation on shelf.

Marketing Manager Hannah Fordred confirmed that the ‘new look, new range’ is now live in-store: “Vintage Farmhouse is a superb product that meets the needs of consumers today who we know want a stronger flavour.  And we’re especially proud of Xtreme! Here is a product for real cheddar lovers who love a cheese that packs a real punch.

“At the moment consumers are let down by a lack of choice within this category when it comes to strong flavour – Xtreme will look to close that gap.  We anticipate that this product has enormous potential for the future and plan to have fun with it ourselves in the months’ ahead!”

Pilgrims Choice continues to go from strength to strength.  The latest TNS data shows a continuation of the number 2 position over both 52 and 12 weeks, value and volume with year on year growth of 17%*!    Despite ‘Seriously’ promoting heavily over Christmas, Pilgrims Choice market share for the last 12 months has increased its lead, taking 15% of the market against Seriously at 12.5%*!

Pilgrims Choice has also announced its lead sponsorship of the newly launched National Cheese Awards that will be held at the Royal Bath & West Show. Taking place from 2nd – 6th June 2010. With over 67 categories, the National Cheese Awards are promising to be a major fixture in the dairy calendar for this year, promoting excellence and innovation across the industry nationwide.  New this year will be a Cheese Sculpture Class and more entries are expected than ever before.

Pilgrims Choice Mild, Medium, Mature and Extra Mature Cheddars are sourced from only the very best creameries and naturally matured and hand selected to reach the consumer in perfect condition. Each batch is graded a minimum of three times by our award-winning graders all of whom are wholly passionate about our products.  It is only when a Cheddar is truly ready will it be cut, packed and delivered to our customers.

Pilgrims Choice Handmade Farmhouse Cheddars are sourced solely from Parkham Farm, a key partner, headed by father and son team David and Peter Willes. The cheese is made to traditional recipes handed down over generations, using milk from Parkham’s own herd and capturing the very essence and flavour of the Devon countryside.   All of its Farmhouse Cheddars have Protected Designation of Origin (PDO) accreditation.

The products in the Pilgrims Choice Cheddar Range are Mild Cheddar, Medium, Mature

Everyday, Farmhouse Mature, Extra Mature, Vintage Handmade Farmhouse, Mature Everyday Convenience Packs (grated/sliced) and Mature Convenience Packs (grated/sliced.)

*Source:  TNS 52 / 12 w/e 21st February 2010

For further information about the Pilgrims Choice range call 01963 828828 or visit www.pilgrimschoice.com