19 FEBRUARY 2022

The Grocer Guide to...

Cheese

Consistently
Consistently GreatGreat Tasting
Tasting Cheddar
That’s
That’s whywhy we’re
we’re stillstill
the the UK’s
UK’s #1* *
#1 cheese
• Bigger than all other branded Cheddars combined*
• Bought by 45% of all UK households**

*IRI SIG Grocers + Kantar Discounters 52we 25 Dec 2021. **Kantar Worldpanel 52we 26 Dec 2021
The Grocer Guide to... Cheese

Saputo Dairy UK

Market-leading quality
DETAILS A perennial favourite, cheddar
Saputo Dairy UK* remains pivotal to pre-packed
5 The Heights
Brooklands cheese category health and has
Weybridge posted strong two-year growth at
Surrey KT13 0NY
t: 01372 472200
£120m+ incremental value vs
w: uk.saputo.com pre-pandemic sales1.
In an increasingly tough competitive
KEY CONTACTS
landscape, Cathedral City proudly
Tom Atherton
President & Chief
remains the UK’s No.1, valued at
Operating Officer £292.7m1. Voted top chilled/frozen food
Adam Braithwaite brand in YouGov’s Brand Index2 for the
Group Commercial Director
Andy Saitch
fourth consecutive year, it has grown
Cheese Business share in a contracting branded block
Unit Director sector and has outpaced sector growth
Neil Stewart
Cathedral City
in sliced, grated and snacking1.
Marketing Controller Andy Saitch, cheese business unit
Jonathan Westlake director, says: “We’ve worked hard
Davidstow Brand Controller
this year to deliver consistently great
KEY BRANDS quality at great value for our consumers,
Cathedral City Cheddar while also maintaining our focus on
Davidstow Cheddar renovation and innovation to meet their
Vitalite Dairy Free evolving needs.
Alternative to Cheese
“We’ve continued to back our
Lighter range, growing share within
reduced-fat cheese. As the pace of life
has re-escalated, we’ve expanded our
range of convenient formats, fortifying
our popular Extra Mature variant with a strong year, posting the highest growth
extensions into ‘Grated’ and ‘Minis’. We’ve of any branded cheddar block to reach
Most recently, we have collaborated £10.7m1, with household penetration
with Iceland on an exciting range
worked hard at an all-time high1, reveals Saitch.
of exclusive Cathedral City branded to deliver “Success has been achieved through
frozen food products. consistently distribution gains, underpinned by
“We’ve also maintained an emphasis great quality an intelligent promotional plan and
on environmental sustainability,” at great value always-on marketing.”
adds Saitch. “Through our ‘Cheese for our Beyond cheddar, Saputo has
Packaging Recycling Programme’ consumers, continued to develop its range of
we’ve collected over 590k units of dairy-free alternative to cheese
cheese packaging waste, while 2021
while also products under the Vitalite brand.
has seen the introduction of up to 80% maintaining In June 2021, Vitalite unveiled a
recycled content into Cathedral City our focus on new mozzarella-flavour product for
Slices trays, transition of our Snack renovation and foodservice, followed in October by
Pack trays to widely recycled PET and a innovation to a grated extension to its retail range.
relaunch of Cathedral City Nibbles in a meet their The company has ambitions to grow
new outer bag that can be recycled with evolving both reach and range in 2022 to
plastic bags at large supermarkets. further capitalise on the dynamic
“We’ll continue this focus into 2022, needs” growth of plant-based, dairy-free and
strengthening our proposition and vegan diets.
distinctiveness though an exciting Saitch concludes “As the UK’s leading
Source
calendar of marketing activity that branded cheese manufacturer, we
1 IRI SIG Grocers + Kantar reinforces our taste and sustainability remain committed to driving long term
Discounters, 52 w/e 25.12.21.
Two year growth stated vs
credentials.” category growth. With a range that
equivalent 52 w/e Dec 2019 addresses consumers’ varied needs for
YouGov, FMCG/CPG Ranking
Portfolio play
2

2021; Chilled & Frozen Food health, convenience and value we are
* Saputo Dairy UK is the trading
Saputo Dairy UK’s premium Cornish perfectly placed to lead the way as the
name of Dairy Crest Ltd cheddar brand, Davidstow, has also had market evolves in 2022.”

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The Grocer Guide to... Cheese

Contents

Saputo Dairy UK  2
Driving long-term category growth
with a varied range
Feature analysis  4
As the UK market returns to relative
normality, cheese suppliers are
stepping up efforts to meet varying
consumer demands on myriad
occasions, from snacking to meat
alternatives to indulgence
Butlers Farmhouse Cheeses  11
Shaking up the category with a
“rebellious” brand
Bel UK  12
Creating a broader focus on fruit
and plant-based snack options
Eat Lean  14
Empowering consumers to make
better food choices
Norseland  15
Growing the vegan cheeze category
with plant-based alternatives
Eurilait  16
Whipping up fresh sales with its
French sea salt cream cheese
Lactalis UK & Ireland  18
Tapping into key consumer trends to
spur brand category growth
Mondelēz International  20
Capturing shoppers’ attention with
brands they know and love
Primula  22
Introducing new flavours to its
squeezable tube cheese spread
Violife Foods  24
Campaigning for change to help
protect the planet
Wyke Farms  26
Building back better with a new
and improved cheese dairy

This supplement to The Grocer was published by:

William Reed Ltd, Broadfield Park, Crawley, West Sussex
rh11 9rt. tel: 01293 613400 editor: Ellie Woollven
designer: Michael Joslin; Stuart Milligan; Nick Figgins;
Beth Johnson
printers: St Ives
© William Reed Ltd, 2022

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The Grocer Guide to... Cheese

Analysis

Covering
all bases
Whether it’s for snacking or indulgence,
hot meals or meat alternatives, cheese
suppliers are covering myriad consumer
occasions. But the past year has seen
several challenges... and more lie ahead

As the UK market returns to a Trott. “As a result, the speciality cheese of uncertainty consumers seek out
near normal, with the promise of category has grown by 12% year on recognised brands they know and trust,
all Covid restrictions being lifted soon, year, way ahead of everyday cheese that deliver on familiarity and taste.”
cheese suppliers are finding they need up 1.6% and total cheese rising 6.3%1. Butlers Farmhouse Cheeses owner
to meet numerous consumer occasions, The top performers in this category Matthew Hall says products with a
with convenience and indulgence being include speciality cheddar, mozzarella, purpose and provenance are a trend
two of the key drivers. goat’s cheese, as well as British and the company expects to continue
Yet shopper focus on health and continental blue cheeses. In particular, this year. “The pandemic accelerated
wellbeing, as well as the ongoing brie is in 7.3% growth and camembert a heightened consumer awareness
trend to flexitarian and vegan diets +5% growth YOY1. Despite shoppers and desire for quality, British-made
are also having an impact on retailers’ beginning to go back to pre-lockdown products, as they realised that what
stocking decisions and, with increasing behaviours2, we expect speciality they needed could be provided by
inflation, value for money will also play cheeses to continue to fare well even home-grown and small producers – at
its part in the year ahead. after ‘normal life’ returns.” their local farm shop or fine food deli.
“Over the past 12 months, with the “Within the cheese market processed Consumers are continuing to support
pandemic still restricting everyday cheese is growing at 2.8%3, and brands local makers as we emerge from the
life, we have seen consumers continue are playing a huge part in this,” says harder Covid restrictions.
to upgrade everyday occasions with Mondelez trade communications “Consumers are also recognising
affordable luxuries, such as speciality manager Susan Nash. “In fact, the important part they have to play in
cheeses, in a bid to brighten up daily Mondelez International’s contribution dictating what is available to them when
life,” says Lactalis UK & Ireland group to the category is growing ahead they shop,” he adds. “We are seeing
marketing director Heloise Le Norcy- of the market at 4%3. During times it in the growth in speciality cheeses;

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 12%
Year-on-year growth in
speciality cheeses1
Kantar, 52 w/e 12.07.21

1KT
Volume switch from
cheddar into recipe
type cheeses7
Kantar, 52 w/e 16.12.21

14%
Volume growth of
dairy-free alternatives
to cheese9
IRI, 52 w/e 25.12.21

42.3%
Growth in hot eating
cheese category
52 w/e 09.10.21 vs previous 2 years

people have become more adventurous early Covid dynamic saw everyday marketing at Primula, which enjoyed
with their cheese choices as usage block cheese surge ahead, it made last 10% growth6 in 2021 as its squeezable
occasions have soared – they want to year a particularly challenging one for tube format stays relevant. This will
explore something different or a little bit the sector (-8% volume vs a year ago, be equally valid as the world returns
special which, in turn, is driving retailer compared to +6.5% volume versus two to the new normal and people face the
behaviour on what to stock.” years ago4). “The outlook has been pressures and time constraints of day-
Wyke Farms managing director brighter for convenient product sectors to-day life, she adds.
Rich Clothier notes the company has – sliced, grated and snacking – which Also, growing concern around
seen robust growth both in the UK have all posted positive growth, fuelled finances and inflation, leading to
and export markets over the past year. by greater mobility and the pace of life tighter spending mean that its new
“After an initial check post-Brexit, we creeping back to pre-pandemic norms.” formats, launching in 2022 – Burger
saw sales in the EU return to normal In fact, the company reveals that with Cheese, Cheese ‘n’ Jalapeño and Cheese
quite quickly. We have incurred extra consumers increasingly searching for ‘n’ Sriracha – can help create a great
labour costs, vet inspection costs and products that can help them save time out-of-home experience for shoppers
additional transport costs to service the in meal preparation, both the sliced by offering a simple way to add extra
market, but volumes have remained and grated sectors have seen year-on- flavour to their meals.
strong and loyalty from customers has year growth in excess of 6% (volume “As we continue to adapt to changes
been consistent.” and value) in the latest year5. in our daily routines, quick and easy-
The pre-packed cheese market has Quick and easy meal solutions to-use product formats are growing in
continued to post over 12% volume have formed an important part of the popularity,” agrees Violife UK & Ireland
growth versus pre-pandemic4, says consumer agenda over the past two head Victoria Slater. Whether it be
Saputo Dairy UK. However, as the years, says Lisa Thornton, head of Violife’s grated range for a quick and

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The Grocer Guide to... Cheese

Analysis

easy lunch, or snack-formats like our

Smoky Cheddar Flavour Slices, ease of
use reigns supreme. With many now
returning to the office and taking their
lunch/snacks for the day with them,
consumers are continuing to purchase
the majority of their food from the
supermarket. With more vegan
snacking and ready-to-use formats
available, consumers are more easily
able to explore flexitarian options as
part of their diet.”

Home cooking and hot meals

Variety is the spice of life, so the saying
goes, and nowhere has this proven
more true than in the home cooking
arena for the cheese category.
“With more than 1KT of volume
estimated to have switched from
cheddar into recipe cheese types in
2021 versus 20207, there is still strong
consumer demand for cheese as a
cooking ingredient,” says Lactalis’ Le
Norcy-Trot. “This includes cheeses such
as mozzarella, halloumi, ricotta, feta
and mascarpone, which are being used
in a higher percentage of occasions,
further highlighting that consumers
continue to be more adventurous in
their cheese purchasing and cooking.
Of the continental cheeses, mozzarella
and salad cheese were top performers
in 2021, with sales growing by 5% and
17% respectively7, ahead of total cheese
and recipe cheese.”
In the respective lockdowns people #Boursin soon tallying up 13.8m views Slater. “To meet consumer demand for
have looked to entertain at home with on TikTok. new flavours and formats, last year
more premium goods, says Wyke “We also tapped into the hot Violife launched its new indulgent Le
Farms’ Clothier. “So sales of our vintage cheese trend, launching Boursin Hot Rond Camembert Flavour as well as
cheddars have been extraordinarily Cheese Bites in October. With 61% of the award-winning Smoky Cheddar
strong, both through retail and online. consumers having used cheese as an Flavour Slices.” As well as meeting
People seem to be looking to cook nicer ingredient in a hot meal8, the launch increased demand for vegan cheese
‘restaurant-type’ food for their friends caters to consumer appetite for cheese alternatives, they also serve the
in the home. This is a trend that we as a main meal component – suitable “adventurous foodie”, she says.
anticipate will continue post-Brexit and from a formal party nibble to a casual
Ivy’s Reserve Vintage Cheddar will be meal accompaniment or savoury treat.” Plant life
ideal to target this growing area.” The increased interest in home Indeed, there has been a notable
At Bel UK, senior brand manager for cooking and healthier food means that increase in the number of suppliers
Boursin and Port Salut Celia Leroyer Eatlean is continuing to see growth – even traditional dairy-based
notes that, to capitalise on the home in its added-value products, such as companies – investing in the dairy-free
cooking trend and cater to consumers grated, reveals business unit director alternatives and plant-based segment.
seeking ingredient inspiration, the Barrie Saxby. “More and more people In the latest 52 weeks, sales of
company jumped on the viral TikTok are looking for easy solutions and this dairy-free alternatives to cheese
#BakedFeta trend earlier in the year, is where we are focusing our NPD over have grown by 14% volume (+13%
persuading consumers and journalists the next 18 months.” value), significantly ahead of total
that it would be much ‘Better with Meanwhile, particular consumer cheese9, driven by ongoing influx of
Boursin’. “As a result key media interest in the vegan or flexitarian new customers into the sector, says
featured our upgraded version, and trend has seen consumers replace Saputo Dairy UK. Emilie Grundy,
brand mentions across key social traditional dairy cheese with vegan marketing controller, plant-based
channels increased by 105%, with cheese-alternatives, says Violife’s at the company, notes: “In today’s

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 Tapping into consumer snacking
“Snacking cheese Dairylea Filled offers snacking to-use formats have
makes for a great Crackers contain cheeses under its become increasingly
savoury addition to individually-wrapped Ilchester, Applewood important to
a retailer’s on-the-go portion packs of and Marmite Bites consumers. “For those
fixture and we crunchy wholegrain ranges. snacking at home, new
have continued to crackers with a cheesy “Within our NPD and exciting flavour
innovate and invest filling. Both launches pipeline, snacking has profiles, in addition to
within the category provide growth to the been identified as an grated formats, have
to create excitement category by meeting innovation platform been consistently
for consumers demand for snacking and area for growth, popular as they can be
at lunchtime, as and on-the-go options, both from the point served straight from
consumption habits with Dairylea Snackers of view of traditional the fridge to add to any
have evolved,” says seeing growth of 37%, in-home snacking meal,” she says.
Mondelez trade and overall Dairylea and on the go,” says With consumers
communications kits at 22%.” Eatlean business unit looking for healthy
manager Susan Nash. “The demand for our director Barrie Saxby. grab-and-go snacking
“Last year, Dairylea snacking nets has been To address this the options, Bel UK, which
tapped into shopper strong, with growth company launched notes it is the UK’s
needs for a wider last year of 5.7% value its Nibbles range in No.1 snacking cheese
range of... family treats and 7.1% volume,” says January 2021 and brandi, launched
with two additions: Norseland marketing expanded its snack Babybel Plant-Based.
Dairylea Snackers manager Lisa bar range to include This, it says, is set to
Mini Fingers, which Harrison. “Frequency Eatlean Tasty, its more unlock incremental
combines Dairylea is key to growth in this mature offering. sales, following
cheese and crackers market, with almost Violife UK & “overwhelming
with Cadbury Mini one in five shoppers Ireland head Victoria consumer demand
Fingers to make a buying adult snacking Slater agrees that for a vegan-friendly
snack pack, while cheese.” The company snacking and easy- Babybel”.

landscape, to win shoppers over, manufacturers, followed by a grated At Bel UK, Oliver Richmond, brand
dairy-alternative products have to meet SKU joining the line-up in October, manager for Babybel, says: “Off the
consumers’ expectations on taste and initially launched into Sainsbury’s. back of the launch of Babybel Plus,
product quality — areas where dairy Meanwhile, Violife’s Slater confirms which caters directly to the increased
alternatives have not always measured that the dairy-free cheese category has appetite for more functional foods,
up. Dairy-free alternative to cheese experienced strong growth over the we recently launched Babybel
products, in particular, have long had past year (+13%11) as the demand for Plant-Based... catering to the vegan,
a reputation of being inferior to their plant-based foods has increased, in vegetarian and flexitarian market and
dairy counterparts. We see tremendous combination with greater offerings in made using ingredients verified by the
opportunity for growth within the market. “Over the last 12 weeks, the Vegan Society.”
this sector by changing consumer category is still growing by 3.1% and In addition, he says, the company’s
perceptions of how great a dairy-free Violife is growing even faster at 4.2% first range of plant-based alternatives
alternative to cheese can be.” YoY11,” she notes. to cheese, Nurissh has reached the
The vibrancy and demand in the “Plant-based alternatives have top five in the sector12 just a year after
plant-based sector are reflected by the never been in higher demand,” agrees launch, with its Plant-Based Alternative
performance of established brands. Mondelez International’s Nash. “This to Camembert version being the star
First launched in 2019, Vitalite Dairy year Veganuary exceeded last year’s product in the indulgence segment with
Free Alternatives to Cheese have total sign-ups with more than 600,000 a 34% share13.
delivered 130% volume and revenue consumers having attempted to follow a With 14.2% of adults (7.2 million) in
growth in the latest 52 weeks and are plant-based diet. Driven by this ongoing the UK now following a meat-free diet14,
now valued at £1.4m10,” says Saputo and increasing trend, Philadelphia Primula Perfectly Plant, endorsed
Dairy UK. In June, the company added launched its first plant-based soft by the Vegan Society and due to be
a new mozzarella-flavour dairy-free cheese alternative this January… aiming launched this year will be the first
alternative product to the brand range, to reach younger audiences who follow vegan spreadable cheese alternative
available to foodservice operators and flexitarian lifestyles.” developed in a fully recyclable tube,

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The Grocer Guide to... Cheese

Analysis

says Harrison. “When tested, eight

out of 10 people preferred Primula
Perfectly Plant to other non-dairy
cheese products on the market15, giving
Primula a real taste advantage, she says.
With the pandemic making people
focus on their health and wellbeing,
this helped fuel the increase in demand
for plant-based alternatives, which are
lower in calories and fat content, says
Lisa Harrison, marketing manager
for Norseland’s brands Ilchester,
Applewood, Mexicana and Jarlsberg.
“Our plant-based cheeze range has
experienced significant growth as
people have found themselves having
to cook nearly every meal at home.”
In particular, the demand for grated
cheese prompted the company to
launch Applewood Vegan Grated,
which it says is now the second-fastest
growing cheeze in the category16.

Challenging marketplace
The past year has not been without its
challenges, however, as both Brexit red
tape and growing inflation have taken
their toll, with an ensuing impact on
costs and prices.
“Across the industry, many are
continuing to feel the impact of Brexit,
with increased producer costs and staff
shortages across the supply chain,”
says Primula’s Harrison
“The haulage and workforce crises
have certainly hit the wider Joseph
Heler business, requiring us to be agile complement the core range available worked through evolving government
and dynamic in the way we work,” says in Spanish supermarkets and fitness Brexit policy,” she says.
Eatlean founder George Heler. “Thanks stores. The same principle has been Norseland’s Harrison says the
to this resilience we have continued to applied in recently rolling out our EU company is fortunate in that it makes
navigate these challenges and maintain e-commerce site.” its dairy cheese in the south-west of
our upward trajectory.” The Brexit effect has caused England and uses milk from British Red
“Like everyone, the last 12 months consumers to increasingly seek out Tractor-approved suppliers, so Brexit
have been considerably impacted by British produce, including cheese, says wasn’t really an issue for the company.
the challenges of leaving the EU and Lactalis’ Le Norcy-Trott. The company However, it has seen some suppliers
the ongoing impact of Covid-19, but we has been soft cheeses in Somerset increase their prices. “But we are
have also seen this as an opportunity,” for 40 years, with its products from working closely with them to ensure
adds Eatlean’s Saxby.” Following the the Lubborn Creamery therefore that we continue to keep up our product
UK’s departure from the EU, it was positioned to meet the growing supply to the retailers,” she adds.
no longer viable to sell directly to demand for British products. Wyke Farms’ Clothier reveals that the
EU consumers due to the costs and In a wider sense, the company tackled company has also had to change some
processes applied at consignment the Brexit situation by creating a cross- of its working practices, with people
level. This meant all existing direct-to- functional Lactalis UK & Ireland/ based at home and working remotely to
consumer sales ended overnight. Up Lactalis Group comprising colleagues maintain the integrity of its production
to this point 20% of our D2C sales were from supply chain, marketing, quality, areas. “There have been labour
coming from the EU,” he reveals. IT, finance, sales, HR, sites and logistics, challenges, but we have managed to
“To overcome this, we launched our plus other Lactalis subsidiaries across supply what customers need and the
(already planned) Spanish e-commerce Europe. “To manage the implications whole team have stepped up to help.
platform in April 2021. By launching on labelling, flow of goods, border As we go forward, it is clear that the
eatlean.es, we can now deliver a controls and tariffs in a timely fashion, availability of labour will be an ongoing
broader range of Eatlean products to our team developed scenario plans and challenge. We continue to invest in our

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 Healthier options in sight
There has been a a popular way of the portable format the launch of its more
growing awareness of managing weight and of Dairylea Filled mature Eatlean Tasty
the benefits of eating is increasingly a focus Crackers, moved to cheese by further
well and with greater for legislative bodies. under 100kcal in line reducing the calorie
control over food Within prepacked with its commitment and fat content to sit
preparation in the cheese, lighter to bring snacks that between the wider
home over much of everyday cheese are typically bought half-fat cheese range
the last two years, the products, are now for families under this and its original 3% fat
crisis may well have valued at £106.5ma and threshold. So, in 2021, Eatlean.
tipped good intentions bought by over four in Dairylea removed over For many people,
into action for many, 10 UK householdsb. 2 billion calories from ‘healthier’ now means
says Saputo Dairy UK. “A focus on leading its range.” closer to nature,
“We’re seeing healthier lifestyles The trend for unadulterated and
this playing out continues to grow healthier food shows pure, says Wyke
both in relative in prominence, with no sign of abating, Farms MD Rich
growth of reduced cheese snacks often says Eatlean business Clothier. “Traditional
fat alternatives viewed by consumers unit director Barrie farmhouse cheeses
within cheese (YOY as ‘better than other Saxby. While cheese such as Wyke Farms
contraction behind the categories’,” says isn’t directly affected have a remarkable
wider category in the Mondelez trade by the upcoming story to tell in this
latest 52 weeksª), and communications HFSS legislation, he environment and we
in ongoing momentum manager Susan Nash. says, Eatlean can still will be focusing on
of the dairy-free “Pack formats can have a positive impact conveying the natural
cheese alternatives help them to manage in bringing cheese- processes used to
sector, which is now portion control. based ready meals make our cheddar,
worth over £41ma. “Many of the into line with the new as well as offering
Calorie reduction Dairylea snacking regulations. organic cheddar for
remains for many products, including Eatlean prioritised these groups.”

sites with more automation to increase spend on food and entertaining and are marketing controller at Saputo notes:
productivity and upscale labour. We looking to be excited and delighted by “With inflation climbing to its highest
believe that this will be the key going new premium type offerings to enjoy rate in 30 years17 and the cost of living
forward in a post-Brexit world.” with their friends. – from buying groceries to heating our
Despite a minor impact around “Sadly, there will be people who homes – rising sharply, consumers
Brexit, Clothier says the only other have lost jobs and have changes in are once again becoming much more
challenge has been “quite serious circumstances that have led them to be conscious of managing their grocery
inflationary price increases”. significantly financially challenged. spend. Savvy shopping behaviours
“Managing this inflation and not This group will be looking for more adopted during previous periods
allowing it to get out of control will also affordable offerings and ways to feed of economic uncertainty have seen
be key going forward.” the family that are economically viable shoppers both increasing emphasis on
Meanwhile, the challenges around in an inflationary environment. value for money and working harder
Covid have increased the polarisation of Saputo Dairy UK agrees that the to make their groceries last longer,
wealth and the issue for retailers will be mounting cost of living is widely turning to versatile, staple foods to
how to navigate affordable offerings for expected to play the biggest influence fulfil more meal occasions.
people, at the same time as offering very on shopper behaviour in the coming “As food price inflation continues to
premium items for affluent shoppers, year and may see a polarisation in unfold, we anticipate that this focus on
he adds. “The retailers and brands that purchasing as shoppers adopt a variety ‘value through versatility’ will continue.
manage to navigate this puzzle well will of tactics to manage their spend – from Cheddar has a real opportunity to
definitely be the ones who succeed. trading into products they perceive to capitalise on this, helped by its breadth
“We are seeing groups of shoppers offer value for money, to spending on of formats (blocks, slices, grated and
who may be more cash-rich post-Covid, small indulgences and more premium pre-packed snacks).”
having not spent money on holidays products, while cutting down on big- Price pressures are coming to
and travel and remain secure in their ticket items and dining out. bear in the market, as Norseland’s
jobs. These groups have money to Neil Stewart, Cathedral City Harrison reports that the UK dairy

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The Grocer Guide to... Cheese

Analysis

market is experiencing a notable rise

in farmgate milk prices. “Over the past
12 months, milk prices have increased
substantially, which has had a knock-on
effect on the cost of goods, due to milk
being our core component. We are trying
to absorb as much of this extra cost as
possible. However, we have no choice
but to apply a price increase across the
range, which does make the balance
hard on value versus speciality.
“In addition, as with the rest of
the market, we are experiencing
considerable increases on several other
key input factors, such as packaging,
material, labour, transport and storage.”

Looking ahead in 2022

Following record-breaking grocery
and cheese retail sales in 2020 and
2021, consumers are slowly returning
to some of their old habits, while also
consolidating some they have picked
up during lockdown, says Lactalis’ Le
Norcy-Trott. “So, understanding what
drives shoppers to purchase is vital
for brands and retailers to maximise
cheese sales.”
Over 2022, she forecasts the key prices increase and dairy consumers in the year ahead. “As the grocery
trends to be: might choose to purchase fewer units of sector continues to grapple with staff
• Cheese as a source of protein, with cheese, premiumisation can still drive shortages due to Omicron absences,
consumers seeking it out as a meat growth in the cheese market, she adds. soaring input costs and ongoing Brexit
alternative. “The hot eating cheese “As time-pressed consumers go back impacts across the supply chain, and
category is benefiting from this trend, to their places of work, they will be with HFSS implementation looming,
showing growth of 42.3%18,” she says. willing to pay a premium for products, 2022 promises another year of change
“This is even faster than vegan cheese which save them time and effort. This is and uncertainty for the industry,” says
alternatives, which grew by 16%19.” evidenced by the rapid growth of sliced the company.
• Inflationary pressure, as the (+5.8%) and grated cheese (+12%), well “For suppliers and retailers alike
consumer price index grew by 3.8% in ahead of total prepacked (+3%) and agility will be key in navigating the
the 12 months to October 202120 and is block cheese (-1.5%).” evolving marketplace.”
expected to rise by up to 5% by spring Retailers should encourage
this year21. “This will have a significant exploration of and engagement with Sources
1 Kantar 52 w/e 12.07.21 internal panel and influencers
impact on the food and drink industry, speciality cheese by making it easier 2 Kantar, 52 w/e 12.07.21: Over 16 Kantar Worldpanel, 52 w/e

the last 12 weeks, recipe 26.12.21

as consumers, faced with high prices, to shop and inspiring consumers, says declined -6.1%, speciality 17 ONS, December 2021

tend to cope by trading down to Hall at Butlers Farmhouse Cheeses. -0.4%, vs everyday at -13% 18 IRI, Major Multiples, 52 w/e

and total cheese at -8.2% 09.10.21 vs 2 previous years

cheaper products, switching retailers, “A great cheeseboard needs the spine 3 Nielsen, MAT, w/e 01.01.22 19 Kantar, 52 w/e 26.12.21 vs

buying more on promotion or simply of a hard, soft and a blue cheese, so 4 IRI SIG Grocers + Kantar

Discounters, 52 w/e 25.12.21 vs

previous year
20 ONS, Consumer Price Inflation,

buying fewer items. a packaged farmhouse cheeseboard equivalent 52 w/e 2019 17.11.21
5 IRI SIG Grocers + Kantar 21 Stated by Ben Broadbent,
“Another observed effect of inflation fits all of these usage occasions and Discounters, 52 w/e 25.12.21 deputy governor for
is that health becomes less important in eliminates the need for the retailer to 6 Nielsen, units sold 52 w/e monetary policy, Bank of
02.01.22 England: theguardian.com/
consumers’ minds22. Ensuring mental stock three separate products.” 7 Kantar, 52 w/e 16.12.21 vs business/2021/dec/06/uk-
and physical availability of cheese 2022 is going to be heavily influenced previous year
8 Mintel, UK Cheese Market
inflation-likely-to-exceed-5-in-
2022-says-bank-of-england
staples, as well as premium favourites, by the arrival of HFSS and the Report 2021
9 IRI, Total Grocers, 52 w/e
22 Kantar, 52 w/e 31.10.21 and

03.10.21 vs previous year

combine with continued innovation, continuing consumer demand for 25.12.21
will be key. Innovation which covers a healthier meal solutions, says Eatlean’s 10 See 5 Snacking panel
11 IRI 52 w/e 01.01.22 YOY i IRI, Total Grocery &
wider range of needs (e.g. convenience, Saxby. “Eatlean as an ingredient offers 12 IRI Value Market Share, MAT
Discounters, CYTD 04.12.21
01.01.22
health, indulgence, etc) is known a solution to manufacturers, often 13 IRI, Value Sales, 52 w/e
Health panel
to drive price premiums, which taking a ready meal from an HFSS score 01.01.22
14 https://www.finder.com/uk/
a IRI Total Grocers EDC Products
carrying any reduced-fat claim/
consumers are willing to pay.” of 10+ to three or below.” uk-diet-trend Dairy alternatives to cheese
• Premiumisation, although it might Saputo Dairy UK succinctly sums up 15 Primula research, conducted

as part of its NPD process

products 52 w/e 25.12.21
b Kantar Worldpanel, 52 w/e
sound contradictory. “So while grocery the various factors facing the category on 2021 final trial, using an 26.12.21

10 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Butlers Farmhouse Cheeses

Elevating at-home occasions

DETAILS Blacksticks Blue, the “rebellious,
Butlers Farmhouse Cheeses contemporary farmhouse cheese
Wilson Fields Farm
Inglewhite, Preston with distinctive orange colour and
Lancashire PR1 2LH crowd-pleasing taste” has shaken-up
t: 01772 781500
e: hello@
the category in recent years, says
butlerscheeses.co.uk Butlers Farmhouse Cheeses. “Its bold,
w: butlerscheeses.co.uk unique branding sets it apart on-shelf,
KEY CONTACTS
and its unique mellow tang and
Matthew TB Hall
versatility hook people once they’ve
4th Generation Owner tasted it,” notes owner Matthew Hall.
Based in rural Lancashire, Butlers
KEY BRANDS
Farmhouse Cheeses is driving
Blacksticks Blue
exploration and trial of Blacksticks Blue
Kidderton Ash
Button Mill through products that help people get elevate their BBQ with more than a
their fix whatever the eating occasion – Blacksticks processed slice can now do so with ease.
be it a weekend get-together, a midweek Matthew Hall, fourth-generation
treat or a gift for a loved one.
Blue’s unique owner at Butlers Farmhouse Cheeses,
After its now-famous cheese Easter mellow tang says: “There is continued growth in
eggs and Blacksticks Blue brûlée and versatility speciality, British farmhouse cheeses.
dessert, Blacksticks Blue Mega Burger hook people Shoppers want to be more adventurous
Slices have harnessed the growing once they have and explore something that feels extra
post-pandemic trend for at-home tasted it” special. Retailers should encourage
entertaining. Handmade and sliced them to engage with speciality cheese,
in thick rounds from baby wheels of making it easier to shop, as well as
Blacksticks Blue, those looking to educating and inspiring them.”

The Cheese on
Everyone’s Lips
• 100% recyclable PACKAGING
• THE STAR OF BLUE CHEESE growth
• Continental in style.
Handmade in BritaiN

butlerscheeses.co.uk [email protected]
The Grocer Guide to... Cheese

Bel UK

Healthy snacking sales

DETAILS Currently enjoyed in 41% of all UK
Bel UK Ltd households1, Bel UK has had a
160 London Road
Sevenoaks, TN13 2JA pivotal year, as a plethora of insight-led
t: 0333 900 2020 innovation has driven the transition
w: bel-uk.co.uk
from cheese to snacking brand, with a
KEY CONTACTS broader focus on fruit and plant-based
Oliver Richmond options2, says the company.
Brand Manager, Babybel® “Supported with significant
Justine de Monès marketing investment, the innovative
Senior Brand Manager,
The Laughing Cow® product portfolio is set to unlock new
and Nurishh® usage occasions and drive value into
Celina Leroyer
Senior Brand Manager, the category,” it notes.
Boursin® and Port Salut®
Planting the seeds of growth
KEY BRANDS
With dairy-free alternatives to cheese
Babybel®
Boursin®
growing faster than cheese3, Bel UK
Port Salut® has innovated with a range of plant-
The Laughing Cow® based alternatives. “Just one year after
Nurishh® launch, Nurishh, Bel’s first range of YOY6) Boursin has delivered a unique
plant-based alternatives to cheese With serving of plant-based indulgence for
is already a top five brand4,” reveals consumers seeking sophistication.”
Bel UK. “By inspiring consumers
dairy-free
with delicious plant-based recipes, alternatives to Feeding innovation
the versatile range, which includes a cheese Other insight-driven innovation
plant-based alternative to camembert, growing faster includes the launch of Boursin Hot
a mozzarella-style block, a cheddar than cheese3, Cheese Bites, designed to cater to the
& mozzarella-style grated blend and Bel UK has 61% of consumers using cheese as
cheddar-style slices, has successfully innovated with an ingredient in a hot meal7, and The
driven distribution with further range Laughing Cow Blends, to bolster its
extensions planned.
a range of market-leading line-up, it says. “This
For those seeking more convenient plant-based category first from the No.1 cheese
plant-based grab-and-go snacks, alternatives” spread portion8 is a delicious blend of
Babybel, the No.1 snacking cheese creamy cheese spread and chickpeas
brand5, recently launched Babybel and herbs,” it adds.
Plant-Based. “With the same fun
Source format but new paper packaging and Marketing to consumers
1 Kantar WPO, Weighted green wax, the launch has driven As the No.1 media investor within
Penetration, Total UK, Bel
Brands, 52 w/e 26,12,21 consumer excitement as has the the cheese category9, Bel UK’s
2 Many of our Nurishh products

are rich in Vitamin B12,

highly anticipated launch of Boursin recent ‘Boursin Inspires, You Create’
which, as part of a varied, Plant-Based Garlic & Herbs,” says the campaign cemented Boursin’s position
balance and healthy lifestyle,
contributes to the reduction company, “As UK’ s No.1 indulgence as the No.1 brand for aided awareness10
of tiredness and fatigue.
3 IRI, Value sales % change
cheese brand and the fastest-growing and unlocked new usage occasions.
2020 vs 2019 – +46% value major player in the category (+9% value Bel UK is also investing in causes
sales in 2020 vs. 2019
compared to +13.5% for dairy
that matter to consumers. The recent
cheese.
4 IRI, Value market share, MAT
Boursin ‘You Create, We Donate’
01.01.22 partnership with FoodCycle fed
5 IRI, Total Grocery +

Discounters, CYTD 04.12.21

communities over the festive period,
6 IRI, Total UK, Value Sales, 52
while also providing helpful solutions
w/e 01.01.22
7 Mintel, UK Cheese Market to combat food waste.
Report 2021
8 IRI, Value sales, Total market,
Babybel will also continue its
MAT to 01.01.22 proud 22-year partnership with Comic
9 Nielsen Ad Intel, Total cheese

category, Jan 2021-Dec 2021

Relief, with new packaging inspiring
10 IPSOS Brand Health Tracker,
consumers to fundraise. The campaign
Full Year 2021
11 IRI, Total Coverage inc. has driven increased category value
Discounters, 4 w/e 20.03.21
– Babybel +660K vs previous
growth each year11 with more than
4-week period £1.5m raised over the 22-year period.

12 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Eatlean

Standing out from the crowd

DETAILS The trend for healthier food shows
Eatlean no sign of abating and, with the
Laurels Farm
Crewe Road incoming HFSS legislation around the
Hatherton corner, Eatlean continues to offer real
Nantwich CW5 7PE
t: 01270 445936
solutions for those looking to improve
e: [email protected] their nutritionals, whether that be
w: eatlean.com consumers at home or those within the
KEY CONTACTS
manufacturing and ingredients sector,
George Heler
says business unit director Barrie Saxby.
Founder “Eatlean expanded its retail listings
Barrie Saxby in 2021, with significant international
Business Unit Director
growth,” he says. “The focus for 2022 is
KEY BRANDS to expand the brand’s reach. Sampling
Eatlean is a vital vehicle to tell its story, with new
‘Eat Awesome’ consumer messaging,
focused on health and taste. Paralympic “Eatlean empowers people to make
and Celebrity Masterchef champion better food choices,” says founder
Kadeena Cox will be working with the Eatlean George Heler. “Our Eatlean Tasty
brand to develop cheese-based recipes. empowers range bridges the gap between half-
“The new Eatlean Tasty range offers people to fat cheddar and Eatlean 3% as a 10%
a great lower-fat option, from snack make better fat offering, as we continually push
bars through to block and grated,” adds food choices” boundaries on healthier alternatives.
Saxby. “Eatlean Tasty reflects the desire “Our expertise and innovation as a
for healthy, easy alternatives without third-generation cheese-maker supports
compromising on flavour.” our drive to stand out from the crowd.”

#EATAWESOME
The Grocer Guide to... Cheese

Norseland

Leading the way on plant-based

DETAILS Norseland is the UK’s leading
Norseland speciality cheese company1 and
Somerton Road
Ilchester BA22 8JL the first dairy business to launch a
t: 01925 842800 plant-based alternative to its market-
w: norseland.co.uk
leading dairy cheese brands.
KEY CONTACTS Norseland’s portfolio of cheeses
Lisa Harrison include Applewood, the UK’s No.1
Marketing Manager smoky cheese2, Jarlsberg, the UK’s No.1
deli cheese with holes3, Mexicana,
KEY BRANDS
the UK’s No.1 spicy cheese4, Mexicana
Applewood
Jarlsberg
Extra Hot – the much spicier alternative
Mexicana to Mexicana – and Ilchester, its blended
Mexicana Extra Hot and snacking cheese.
Ilchester
Vegan cheeze
Applewood Vegan was the first plant- and Ilchester Vegan Blue were unveiled
based cheeze from an established dairy in the summer of 2021.
brand when it launched in October 2019, Norseland
says the company. It is now available was the first New Marmite venture
in block, slices and grated formats, and dairy business Alongside the well-established
is multi-award-winning. Applewood to launch a Ilchester snacking nets, Ilchester
Vegan Grated is now the second-fastest plant-based teamed up with Marmite to launch
Source
growing vegan cheeze in the category5. alternative to the Marmite Cheddar Wedge, which
Mexicana Vegan launched in 2020 is proving to be really popular with
1-5 Kantar Worldpanel, 52 w/e

26.12.21 and Ilchester Vegan Melting Mature

its brands” consumers, it says.
The Grocer Guide to... Cheese

Eurilait

Whipping up fresh sales

DETAILS Eurilait is one of the UK’s major
Eurilait suppliers of quality and
Leighton Lane
Industrial Estate innovative speciality cheese and dairy
Leighton Lane products, supplying the UK retail,
Evercreech
Somerset BA4 6LQ
industrial and foodservice markets. As
t: 01729 838100 a subsidiary of two leading and highly
e: [email protected] experienced French dairy cooperatives
w: eurilait.co.uk
(Laita and Eurial), the company’s
KEY CONTACTS products are “unrivalled in their
James Millward quality and heritage”, it says, as they
Managing Director come from a network of 20 certified
Craig Brayshaw
Commercial Director creameries throughout western France.
Since Eurilait relaunched its Paysan
KEY BRANDS Breton Luxurious Cream Cheese brand,
Paysan Breton sales have gone from strength to
Soignon strength with the whipped French Sea
Alfresco
Salt variant being the star performer,
reveals commercial director Craig
Brayshaw. “The relaunch was a great
success and sales have grown 65%
year on year1 and are expected to grow
further during 2022,” he says.
The brand is now listed in Marks &
Spencer, Waitrose, Ocado and Booths, shoppers looking for a more premium
alongside newly listed Sainsbury’s. offer,” notes Eurilait. “Being 100%
“Further growth is expected in the year
Being natural, and offering a superior, clean
ahead as consumers repeatedly give 100% natural and fresh flavour, Paysan Breton has
five-star reviews and repeat purchase and offering won favour with its whipped, light
rates are strong,” says Brayshaw. a superior, and airy, spreadable texture, that is
The challenge for Eurilait is always clean and perfect for dipping. It offers a luxurious
to encourage trial, but where the price fresh flavour, experience, with the new variants
promotions have proven successful Paysan Breton providing fresh and natural flavours.”
and deliver an ongoing increase in Also getting a facelift for 2022 is
the rate of sale, the company is also
has won favour Eurilait’s Alfresco range, supported
supporting the brand with investment with its in-store with bespoke promotional
in social media activity and consumer whipped, light activity and shopper engagement
PR to drive awareness, engage with its and airy, to drive trial and sales. PR and
target audience and build a passionate spreadable social media activity will also
following for the brand, it reveals. texture” create excitement around the range
“The cream cheese category had extensions. “The hot-eat cheese-based
been in stagnation for some time before meal solution brand, Alfresco, is
any uplifts seen as a result of Covid; perfect for cheese-lovers looking for
mid-tier brands were in decline while quick and easy meal options, as well as
private-label growth was sluggish vegetarians and flexitarians seeking
and there was a lack of choice for inspiration for meat-free choices,”
says Eurilait. “The range includes two
authentic Cypriot Halloumi Fries, one
Spicy and a Mediterranean variant,
as well as a Greek Baking Feta with
lemon and chilli oil. Both the Spicy and
Mediterranean Halloumi Fries come in
a new format, with 30% less packaging
and 20% more cheese. Alfresco aims
to bring the casual, relaxed dining
Source experience that so many have missed, to
1 Internal sales data enjoy in the home, all year round.”

16 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Lactalis UK & Ireland

Insight and innovation

DETAILS “As an innovative and forward-
Lactalis UK & Ireland thinking dairy company,
Red Central
High Street investing in our award-winning
Redhill cheeses is the key to our success,”
Surrey RH1 1SH
w: lactalis.co.uk
explains Heloise Le Norcy-Trott, group
marketing director for Lactalis UK &
KEY CONTACTS Ireland. “This is why keeping our
Heloise Le Norcy-Trott market-leading brands, Président,
Group Marketing Director
Galbani, Seriously and new addition to
KEY BRANDS the portfolio, Leerdammer, highly
Galbani visible is a key priority for us in 2022
Président and beyond.
Leerdammer “Across the year, we’ll tap into a
Seriously number of key consumer trends set
Seriously Spreadable
Galloway
to impact the category – including
Orkney affordable luxuries, cheese being
enjoyed as a cooking ingredient and
cheese as a meat alternative.

Brand performances
“As the No.1 Italian cheese brand
and No.1 mozzarella brand1, Galbani
benefited from consumers cooking
more at home in 2021, with total value
sales growing by 15%2, predominantly
driven by sales of Galbani Mozzarella
and Galbani Burrata, which are great
additions to pasta and pizza dishes,”
she reveals. “As well as being more
experimental in the kitchen, consumers
have increased their demand for
environmentally-friendly products. To
capitalise on these trends, in April 2021
we expanded the Galbani range with together represent the fastest-growing
the UK’s first mozzarella in a recyclable and top contributing brands6 to
carton. Made with 100% Italian buffalo
Across the absolute value and volume growth in
milk, Galbani Mozzarella di latte di year, we’ll hot eating cheese.
Bufala 200g offers a creamy texture and tap into a “To support Seriously Cheddar, we
delicious authentic taste. number of key launched a new national TV and video
“Despite ongoing market challenges, consumer on demand (VOD) media campaign
Président saw double-digit growth trends set to in 2021,” she adds. “The campaign,
across all its cheese types including impact the targeted consumers aged 45+ and
brie +38.7%, camembert +61.4% and helped to grow brand awareness and
emmental +29.7%3. As the No.1 French
category reinforce Seriously’s taste positioning.”
continental cheese brand4, Président – including Finally, Lactalis Group bolstered its
taps into consumers upgrading affordable dairy offering through the acquisition
everyday occasions with affordable luxuries, of Leerdammer in September 2021, she
luxuries, such as speciality cheeses.” cheese being notes. “We are delighted to have added
Consumers are increasingly seeking enjoyed as the UK’s leading brand in cheese slices7,
out cheese as a meat alternative, a cooking Leerdammer, to our collection.
says Le Norcy-Trott. “The hot eating “With a portfolio of household
cheese category, which rose 30% in
ingredient favourites across cheddar and
value and 20% in volume5, even faster and cheese as continental, we are committed to
than vegan cheese, is being driven a meat working collaboratively with our retail
Source
1-7 IRI, Major Multiples, 52 w/e
by innovators Président Brie Bakes alternative” partners to develop the category and
01.01.22 and Seriously Cheese Nuggets, which drive continued growth.”

18 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Mondelēz International

Lunch with leading brands

DETAILS In a changing market it’s crucial
Mondelēz International that retailers carry the right range
Uxbridge Business Park
Sanderson Road of brands and formats to capture
Yxbridge UB8 iDH shoppers’ attention, as consumers seek
t: 0870 600 0699
w: mondelezinternational.
out brands they know and love.
com With an established heritage
and a wide portfolio, Dairylea and
KEY CONTACTS
Philadelphia are household favourites
Susan Nash
Trade Communications
and will continue to offer quick and
Manager great-tasting lunch solutions for
consumers both at-home and on-the-go,
KEY BRANDS
providing meal-time inspiration when
Dairylea
shoppers need it most, says Mondelez
Philadelphia
International trade communications
manager Susan Nash. This means the
company continues to grow ahead of
the processed cheese category1.
Dairylea is the No.12 processed
cheese brand in the UK and in strong
growth, offering tasty products across
the spreads & portions, slices, parents
to kids and snacking kits segments.
With a heritage that spans over 70 years
combined with an incredible 95%
brand awareness3, Dairylea is one of the Set on sustainability
biggest brands in the UK4. This year “Last year we announced a move to
Philadelphia, the No.1 soft white recyclable packaging for Philadelphia
cheese brand5 in the UK, has attracted
Philadelphia Snack and Mini Tubs range and
new shoppers6 to the category over launched Dairylea, making the entire retail range
recent years, as consumers relied on its its first of Philadelphia and Dairylea fully
great taste and versatility during the plant based recyclable and labelled with OPRL – the
Covid-19 pandemic, notes Nash. soft cheese UK’s most recognised recycling label,
alternative, to encourage consumers to dispose of
All about plant based
with a our packaging in the most responsible
This year, Philadelphia launched its first and sustainable way,” says Nash. “This
plant based soft cheese alternative, with
unique recipe focus on sustainability is part of our
a unique recipe combining oats and combining ‘Pack Light and Pack Right’ strategy
almonds into a delicious spread, as good oats and which supports our 2025 global goals to
as the original. “Available now and almonds” achieve 100% recyclable packaging.
aimed at younger audiences following “Also, from the end of 2022,
flexitarian lifestyles, the new product Philadelphia will become the first major
has been two years in the making, so cheese brand to pioneer the use of
the taste and quality Philadelphia is chemical recycling – an important step
renowned for are not compromised.” in reduce our impact on the planet.
“To build on these credentials, last
year Philadelphia launched its second
campaign to fight food waste, ‘Love Your
Ends’, continuing our environmental
journey and helping retailers encourage
Source
their shoppers to reduce waste and to
1 Nielsen, w/e 26.12.20 love their bread end slices with a little
2 Nielsen, Total Spreads &
Portions, MAT w/e 26.12.20
help from Philadelphia.
3 Kantar, Equity Deep Dive, Feb “This year both Philadelphia and
2020
4 The Grocer Top 100 UK Dairylea will continue to focus on key
5
brands 2017
Nielsen, MAT, w/e 01.01.22
initiatives on food waste, packaging
6 Nielsen, w/e 26.12.20 and animal welfare.”

20 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Primula

New combinations for growth

DETAILS 2022 is set to be one of Primula’s
Primula Ltd most exciting and biggest years
Kingsway
Team Valley Trading Estate yet, as the brand looks to launch new
Gateshead NE11 0ST flavours to the market, says head of
t: 0191 497 0100
e: [email protected]
marketing Lisa Thornton. “These will
w: primula.co.uk continue to engage new and existing
customers with the joys of cooking and
KEY CONTACTS
snacking with squeezable cheese, as
Mark Butel
Head of Sales
well as continuing to donate all profits to
e: [email protected] good causes, which we’ve been doing
Gareth Watson for the last 60 years,” she says.
Brand Communications
Manager “We’ve been creating the nation’s
favourite squeezable cheese since
KEY BRANDS 1924, and Primula is the only major
Primula cheese spread brand driving growth
– Original Cheese in both value1 and volume2. Primula’s
– Cheese ‘n’ Chives
– Cheese ‘n’ Ham
category growth demonstrates the
– Cheese ‘n’ Prawns nation’s continued love of quick and easy
– Light Cheese solutions to great-tasting meals, and that
– Cheese ‘n’ Jalapeños the brand’s unique format is as relevant
KEY NPD
today as it was nearly 100 years ago.”
As the company looks ahead to range comes with all the cheesy flavour
– Burger Cheese
– Cheese ‘n’ Sriracha 2022, it is continuing to innovate to Primula’s our customers love but with 40% less
meet changing tastes and needs and fat and high in protein.
– Light Cheese ‘n’ Onion
– Perfectly Plant has four new flavours launching from
category “Then there’s Cheese ‘n’ Sriracha,
March: Burger Cheese (Morrisons growth which also hits shelves in mid-March.
and Sainsbury’s); Cheese ‘n’ Sriracha demonstrates This joins Primula’s other flavour burst
(Asda); Light Cheese ‘n’ Onion (Asda); the nation’s tubes such as Cheese ‘n’ Jalapeños. One
and Perfectly Plant (Morrisons). continued love for the spice lovers, Cheese ‘n’ Sriracha
“One of the most exciting launches of quick and will pack just the right amount of
for us, is the limited-edition Burger easy solutions punch and adds depth and fun flavour
Cheese that’s making an appearance to every dish you make.” explains
just in time for BBQ season. Customers
to great- Thornton.
will be able to enjoy their favourite tasting meals” “Primula continues to lead the way
burger at home without the expense, with its strong taste credentials – and
as Burger Cheese offers an authentic that focus remains paramount as it
burger cheese taste, ready to add with enters the dairy alternatives market
no mess (or drive thru) necessary. later this year with Primula Perfectly
“Other new products include Plant,” she notes.
Primula’s second light cheese launch in Additionally, in September 2021,
the form of Light Cheese ‘n’ Onion,” she Primula unveiled brand new, fully
adds. “Just as delicious, Primula’s light recyclable packaging. “Our famous
squeezy tubes have previously featured
an aluminium layer insert,” says
Thornton. “However, we have worked
with our supplier to produce sleek
new tubes that can be widely recycled
throughout the country.
“Sustainability and innovation are
central pillars to Primula’s success,
longevity and continued growth –
an approach supported by a unique
Source
business mission of sustainably
1 Nielsen, Total coverage, sharing all profits generated by the
2
Value, Last 52 w/e 02.01.22
Nielsen, Units sold 52 w/e
group’s operation with good causes
02.01.21 through our owner the Kavli Trust.”

22 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Violife Foods

Make a change for the planet

DETAILS “An increasing number of
Violife Foods consumers are switching to a
e: info-violifefoods@
violifefoods.com plant-based diet due to environmental
w: violifefoods.com reasons,” says Victoria Slater, head of
Violife UK & Ireland. “Violife, together
KEY CONTACTS
with Quantis, has calculated the
Victoria Slater
Head of Violife UK & Ireland environmental impact of its products
throughout their lifecycle. From how
KEY BRANDS ingredients are grown, products
Le Rond Camembert created, transported, packaged,
Flavour
Tex Mex Flavour Grated
distributed and their packaging
Epic Mature Cheddar disposed of, the research shows that
Flavour Block Violife products have less than half the
Smoky Cheddar climate footprint of traditional dairy
Flavour Slices
VIOBLOCK cheese, and also use a quarter of the
Viocreme land to produce1.”
As a result of these findings, market
leader Violife2 has launched its ‘Change
Your Cheese’ campaign to welcome
consumers to a world where simply
changing dairy cheese to a vegan
alternative, even for some meals,
can reduce their environmental
impact and encourages consumers
to ‘Change Your Cheese, Change Our
Planet’, she says.
To kickstart this campaign during
Rethinking foodie moments
Our Veganuary, Violife, in conjunction
“Violife has re-imagined key foodie with charity One Tree Planted,
moments, such as dining out, indulging
research encouraged consumers to pledge their
at the cinema and cooking at home, shows plant-based meals and achieved its goal
and introduces Violife’s ‘change’ meals, that Violife of planting 10,000 trees with more than
creatively switching out the word products have 1.6 million vegan meals registered.
‘cheese’ for ‘change’,” explains Slater. less than half
“Dispelling the myth that plant-based the climate New launches
or vegan food will not taste or perform footprint of “In addition to this campaign,
as well, Violife recreates delicious Violife’s sales continue to grow3,
classics like the ‘Change’ Burger,
traditional thanks to its innovative NPD,”
Nachos N’ Change and ‘Changecake’, dairy cheese, says Slater.
showing that you don’t have to be and also use “Stand-out launches from the past
vegan to make a difference.” a quarter of year include the melting Le Rond
the land to Camembert Flavour and award-
produce1” winning Smoky Cheddar Flavour
Slices, meeting consumer demand
for new flavours and formats that
surpass their performance and taste
expectations.
“Violife has also expanded its
Source product range beyond vegan cheese
1 Half of the climate impacts alternatives to include an everyday
based on a 2022 lifecycle
assessment by Quantis of 8 essential – Vioblock – a new vegan
Violife alternative to cheese
products compared to dairy
alternative to dairy butter with a
cheese in the UK rich taste and soft texture, as well
2 IRI, Violife has 55% of plant-
based cheese market share, as Viospread and Viocreme, a vegan
3
52 w/e 01.01.22 YoY
IRI, Violife +10.6%, 52 w/e
alternative to cream that cooks, bakes,
01.01.22 YoY tops and pours just like the original.”

24 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

The Grocer Guide to... Cheese

Wyke Farms

Building back better

DETAILS “When we say we are ‘building
Wyke Farms back better’ at Wyke Farms, it’s
White House Farm
Wyke Champflower not just a PR soundbite,” says the
Bruton company. “We are literally building our
Somerset BA10 0PU
t: 01749 812424
new and improved cheese dairy, which
e: [email protected] now meets the highest environmental
w: wykefarms.com standards of water and energy usage. It
KEY CONTACTS
uses the latest heat and water recovery
Ashley Wilson
techniques and is powered with
Sales Director, renewables generated on our farm.
Cheese and Butter “The new dairy will double our
e: [email protected]
Tom Clothier capacity and allow us to make more
Sales, Renewable Power cheese using milk produced from
& Green Gas for Retail Spring grass. While there are big
e: [email protected]
changes ahead, we certainly won’t
KEY BRANDS be changing our recipe, which is over
Ivy’s Reserve 160 years old, with a guarantee that
Wyke Farms no other cheddar in the world can
taste like Wyke Farms because we will
always culture our own starters.
“In addition, ‘building back better’
took us on an evaluative journey to the
foundations of our business, which
is where we have focused our efforts
over the past year. Our work with
Promar International resulted in our
market-leading ‘Environmental Pillar
System’, designed to encourage and
financially reward dairy farmers who
show evidence of on-farm sustainable
practice and reduced GHG emissions.
We now have farmers in our low-carbon “Ivy’s Reserve Vintage, named after
group, producing milk significantly The new our grandmother Ivy Clothier, fits the
lower than the UK average and 55% current post-Covid trends. The brand
lower than the global average2.
dairy will has been relaunched to reflect the
“Also, through our Green Deal, we double our true provenance and heritage behind
are co-funding projects with farmers capacity and this cheese, originally made by Ivy
that deliver tangible environmental allow us to for gifting to friends and family. The
benefits, such as energy management make more cheese bearing her name is now sold in
surveys with recommendations for cheese using 167 countries around the world.
improvement, ruminant feeding trials milk produced “Shoppers around the world want to
and soil sampling programmes to see the environmental impact of dairy
measure carbon sequestration as soil
from Spring reduced. So, we have partnered with
health is critical to capturing carbon grass” the Carbon Trust to undertake a cradle-
and achieving a net-zero future. to-grave footprint analysis and the
“Through nationwide lockdowns, footprint of our premium Ivy’s Reserve
people have become used to fine dining Vintage Cheddar has been certified as
at home and enjoying the best foods carbon-neutral in accordance with PAS
from where they originated in the 2060, an internationally recognised
world. It doesn’t get more authentic specification that builds on the existing
than our award-winning Ivy’s Reserve PAS 2050 environmental standard.
Vintage cheddar produced to our In addition, the Wyke Farms brand
grandmother Ivy’s family recipe in has undergone a pack refresh to better
Source Somerset. That’s why this Vintage reflect its credentials. It includes an
1 Ecoinvent Data 3.7.1.
2 FAO: http:www.fao.org/3/
Reserve cheddar is winning fans not interactive QR code that scans through
ca3165EN.pdf just in the UK, but on four continents. to a freshly launched website.

26 l 19 February 2022 l www.thegrocer.co.uk AN ADVERTISING SUPPLEMENT TO THE GROCER

 William Reed ltd.
Broadfield Park, Crawley, West Sussex rh11 9rt
Tel: 01293 613400 Fax: 01293 610380
www.thegrocer.co.uk