Lactalis UK & Ireland has announced a new and improved recipe and rebrand for its Seriously Cheese Nuggets, now named Seriously Crispy Melts.

Offering a tasty snack, or convenient easy meal served with a side, the improved recipe is made with Scottish cheddar and mozzarella in a light and crispy rice coating, creating a meltier cheddar centre and gooey texture for an irresistibly creamy bite.

The relaunch capitalises on the strength of the Seriously brand, worth £45million RSV, with consumer favourites Seriously Cheddar accounting for £15m and Seriously Spreadable sales valued at £29m[1].

Héloïse Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, explains: “We are excited to be introducing a new look and recipe for this popular product. Our Seriously Crispy Melts strengthen both the Seriously portfolio, and our commitment to bringing NPD to the chiller aisle; while also encouraging Seriously brand fans to revisit a product they already know.

“The baking cheese category remains a key focus for us, as we aim to excite consumers with delicious new baking cheese products offering tasty and convenient meal-time solutions that save both time and effort.”

Lactalis UK & Ireland will be supporting Seriously Crispy Melts with a campaign on Shopmium with a ‘50% off’ offer in Waitrose, Morrisons and Ocado in February.

Seriously Crispy Melts are available to buy from Waitrose, Morrisons and Ocado. Each pack contains six delicious melts, which have a total weight of 150g and an RRSP of £3.00.

[1] Kantar Purchase data to 25th December, 2022

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