Lactalis McLelland is rebranding and adding to its Seriously Cheddar brand with the roll out of a fresh new look and two clearly defined sub-ranges with their own unique recipes: Seriously Strong and Seriously Creamy.
The rebrand sees the introduction of a new Seriously logo, plus sub-range descriptors for the Strong and Creamy variants designed to help shoppers differentiate between the two ranges. The packs also now feature a re-sealable Velcro strip.
The brand’s research has found that young families, in particular, seek a velvety texture and versatility over full flavoured taste. Therefore a new Seriously Creamy sub-range is set to provide consumers with products that are aligned to their expectations and in tune with their needs.
Seriously Strong, on the other hand, satisfies consumers’ need for taste, delivering full-bodied and characterful cheddar products.
Mike Chatters, sales director for Lactalis McLelland, said: “The long term success of the cheddar category depends on us developing a deep understanding of consumers’ lives and their needs, which is why we place the consumer at the heart of everything we do,”
“There is widespread consumer confusion around maturity in the cheddar category. People are often unsure about what cheddar they are looking for and they tend to shop across the maturities; in fact, 59% of them buy three or more maturity levels (Kantar Worldpanel 52 w/e 23 Dec 2012).”
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. Details of the campaign will be announced in due course.
The new-look Seriously Strong range features: Vintage Cheddar, Extra Mature Cheddar and Extra Mature Red Cheddar (Scotland only).
The Seriously Creamy range includes: Mature Cheddar, Mature Red Cheddar (Scotland only), Mature Lighter Cheddar, 300g and Medium Cheddar.