Pilgrims Choice is heading into 2012 with a major re-launch of the much-loved cheese brand. This will begin with new packaging, and the Pilgrims Choice core range of Mature Cheddar, Extra Mature Cheddar, Vintage Cheddar, Lighter Mature and Lighter Extra Mature cheese will start the New Year with a completely new livery and brand identity.

This is the result of almost a year of strategic planning, underpinned by extensive consumer research and category insight. The unveiling of the eye-catching, user-friendly, new packaging will start to appear in stores nationwide from 3 January, then be phased in with full presence expected in February.

The fully integrated campaign supporting the new brand image will be revealed later in the year, but a key part of this will be a high-profile new television campaign. This reflects Adams Foods £5 million investment in Pilgrims Choice for 2012, and a strong and clear brand ambition. Pilgrims Choice is the No. 3 UK Cheddar brand with brand value sales of £48.4million (Nielsen w/e 29th October 2011).

Aimed at those who appreciate good quality cheese, and know that good cheddar has different tastes and strengths, the new packaging is over-printed with helpful descriptions of each variety of cheese which will advise and inform the consumer. The Extra Mature Cheddar and Lighter Extra Mature varieties are described as wonderfully strong and punchy, while the Mature Cheddar and Lighter Mature are defined as superbly smooth and rich and the farmhouse Vintage Cheddar as distinctly crumbly and tangy.

Pilgrims Choice wants to help people with their cheese choices and these tasting notes will de-mystify the language used around cheese, ensure that people buy the right cheese for their needs, and add clarity to the category.

The new packaging will also carry an embossed gold crest with the ‘Choosiest Cheese Company’ slogan, reinforcing the message that Pilgrims Choice experts hand select only the finest cheese from farms and creameries from around the world.

Hannah Jenkins, Pilgrims Choice’s Brand Marketing Controller said: This new packaging marks another significant milestone for Pilgrims Choice. It is the result of in-depth consumer research which identified the core Pilgrims Choice consumer as someone who appreciates the quality, flavour and heritage of cheese, but is also influenced by price. In trials it has received outstanding approval ratings and we are confident that this contemporary look will convey our key messages whilst ensuring that it is distinctive and has maximum standout on shelf against our current packs and competitors. 2012 will be a pivotal year for the brand, and the new packaging sets the tone of the campaign and gives a flavour of what is to come.

A further brand innovation for the New Year is the arrival of Pilgrims Choice Lighter Extra Mature, which will sit alongside Lighter Mature in the range, and will be on sale from January. Like Lighter Mature, it contains 30% less fat than regular cheddar. This cheese has already won major accolades, including selection as one of the world’s 16 best cheeses at the recent World Cheese Awards, where it was awarded Super Gold status. It also won Gold at the National Cheese Awards in June 2011.

Hannah Jenkins continued: We’re delighted that consumers will finally be able to buy Pilgrims Choice Lighter Extra Mature. We have taken time to perfect this before launching it and the industry awards it has so speedily earned speak for themselves: we’re proud to offer a lower fat cheese that makes no compromise whatsoever on taste.

Lighter variants are now a force to be reckoned with in the cheese industry, worth £43.8 million and growing at an annual rate of 28.7% in value and 26.5% in volume (Nielsen w/e 29th October 2011).

Pilgrims Choice


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