From the beginning of May, Lactalis McLelland is rebranding and adding to its Seriously Cheddar brand.
The relaunch will see the introduction of a new look and two clearly-defined sub-ranges with their own individual recipes: Seriously Strong and Seriously Creamy.
Seriously Creamy is targeted at consumers looking for texture and versatility and features Medium and Mature variants, while Seriously Strong – comprising Extra Mature and Vintage variants – is aimed at those who put strong taste before texture.
A new Seriously logo will be rolled out, plus visible sub-range descriptors for the Strong and Creamy variants designed to help shoppers differentiate between the two ranges. The move also sees the launch of a completely new line, Seriously Creamy Medium Cheddar, which has been introduced to spark life back into the underperforming mild/medium maturity segment.
All products in the range will, for the first time, feature the Red Tractor quality assurance logo on-pack. The functionality of the packaging has been improved, with the introduction of a re-sealable Velcro strip designed to keep the cheese fresh. Seriously blocks will also be packed in more consistent shelf-ready cartons, with 10 packs to an outer.
The relaunch of the Seriously Cheddar range will be supported by the brand’s largest ever media investment, including TV advertising and digital marketing activity.