The UK’s premier goats’ dairy brand is set to shake up the mould ripened goats’ cheese sector with the launch of an exciting new product that is making its debut in Waitrose stores.

The mild and creamy Goats’ Brie is a new departure for St Helen’s Farm, who have held brand leadership in hard goats’ cheese for many years, but not had a presence in mould ripened cheese – until now.

Using only fresh British goats’ milk, the new line is handmade into convenient sized miniature rounds with vibrant packaging that carries the familiar St Helen’s Farm blue and white livery. Extensive consumer research has also guided the choice of an easily re-closable packaging format.

Vicky Unwin, Marketing Manager, said, “Mould ripened accounts for almost half the value of the market for goats’ cheese and is seeing good growth, but it is a sector that will benefit from the presence of the country’s leading goats’ brand. We know from research that consumers trust the St Helen’s Farm logo and the Goats Brie branding will clearly communicate the type of product they can expect. This is a sector where consumers have been reluctant to try new products in the face of unfamiliar brands and formats, so we’re delighted to bring this new extension to our range.”

The distinctive round is perfect for sharing, with the 125g shape ideal for everyday use and cheeseboard impact. At an RRP of £2.95, the new line is rolling out to selected Waitrose stores.

Said Vicky, “We are convinced that the perfect storm of great quality, strong branding and vibrant design will shake up what has, until now, been a rather dull shelf for consumers and lead to greater trial and interest in the sector – for the benefit of everyone.”

The launch is part of a raft of new initiatives from the east Yorkshire producer, who recently announced a design revamp of its entire portfolio following an extensive round of consumer research and insight into the goats’ dairy sector.

The total retail market value for goats’ cheese is £35m, with growth of around 9% to March this year. St Helen’s Farm has a 38% share of the branded sector with its hard goats’ cheese range.

As the revamp begins to roll out during the Autumn, other new lines are planned as well as a marketing campaign that will combine printed, social and digital media, and sampling to encourage trial.



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