Seriously Strong Spreadable Cheddar has expanded its spreadable cheese range ahead of the summer, supported by a £3m marketing campaign.
The launch has seen Seriously Strong Spreadable Cheddar enter the portions segment for the first time with its new Squares, available in ‘original’ and ‘lighter’ variants (133g, rrp £1.75).
The new format of eight-individually wrapped bite-sized portions, aim to meet the demand for convenient products that can be enjoyed as part of a light lunch or as a snack.
The brand will also launch two new innovative flavours into its range of Seriously Strong Spreadable Cheddars with ‘vintage’ and ‘caramelised onion’ variants (125g, rrp £1.45).
Mike Chatters, category sales director at Lactalis McLelland UK, said: “With summer just around the corner, we can’t wait to offer all cheese-lovers across the UK a brand new way to enjoy the taste of our iconic extra mature cheddar in a convenient and easy-to-use format.
“We already have the number one adult processed cheese spread in the category with Seriously Strong Spreadable Original. The taste credentials and award-winning status of our Seriously Strong Spreadable Cheddars, perfectly positions us to attract new shoppers to spreadable cheese and, with flavours like caramelised onion and new snack formats like Squares, we expect to give the category a big boost.”