Some serious change

Cheese supplier Lactalis McLelland has rebranded its Seriously Cheddar range, rolling out a new look with two clearly defined sub-ranges.

New packs of Seriously cheese feature either Seriously Strong or Seriously Creamy branding, as well as a new logo.

Mike Chatters, sales director at 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.”