The Cheese Company has announced that it is launching a branded, extra mature cheddar in a bid to target the premium quality sector of the branded cheese market. "Tickler" will appear on supermarket shelves across the country and the UK's largest cheese maker is confident that it will tickle the taste buds of cheddar connoisseurs who, its research shows, have been disappointed with the branded cheeses currently available.
The Cheese Company, now wholly owned by dairy farmer co-operative Milk Link, has developed Tickler at its award-winning Taw Valley Creamery in Devon. One of Britain's best cheddars, it has an individual sweet, tangy and strong taste that is developed over an 18 month maturing process.
Neil Kennedy, Managing Director of The Cheese Company, said of the launch, "We are confident that Tickler will be a big hit with consumers. Our focus is on developing higher value and higher quality cheeses that are targeted at specific customer segments. In the case of Tickler, our research has highlighted that there are large numbers of consumers who still feel disappointed with many of the branded premium cheddar cheeses currently on offer - we want to change that. The launch of Tickler will build upon our unrivalled range of quality British cheeses."
Listings at major supermarkets have already been secured and the first stocks of Tickler have arrived on the shelves in Waitrose stores retailing at £1.89 for a 200g pack. Morrisons stores will also be stocking the Tickler from Monday 26th March.
Helena Iannetta, Senior Product Manager at The Cheese Company, added: "The Tickler is a fantastically individual, quality cheese. We already know that consumers love its distinctive character as sales at Taw Valley Creamery's own shop have been outstanding, however, the 18 month maturing process has meant that only now are we able to take it to a wider audience. I'm sure that the Tickler will soon be tickling tastebuds all over Britain!"
It is a versatile cheese ideal for cooking, toasting and topping or simply for serving with pickled onions and beer for a Ploughman's lunch.
