UK: Adams Foods to "transform" grated cheese category
Adams Foods said product can add a "premium" to grated cheese category
Adams Foods has claimed it is set to "transform" the UK's grated cheese category with the launch of cubes of cheddar it claims melt on dishes more evenly.
The company has developed Pilgrims Choice Crumbles, 4mm diced cubes of cheese it believes will appeal to consumers looking for "quick, easy, tasty meal solutions".
Alastair Jackson, marketing director at Adams Foods, said the range of cheese products typically bought by consumers had remained broadly unchanged despite new lines being launched.
"The consumers' cheese purchasing repertoire has been generally flat over the last five years even though the range available has increased. We want to offer the consumer and our customer’s products that offer a true point of difference that will drive value, frequency and incremental consumption," Jackson said.
Jackson said the Crumbles line would add "value, variety and excitement to the cheese category".
Adams Foods, the UK arm of The Irish Dairy Board co-op, has introduced three lines - Mature, Mature with Black Pepper and Extra Mature with Breadcrumbs and Herbs.
PILGRIMS CHOICE IS SET TO TRANSFORM THE GRATED CATEGORY
“Crumbles will become the new grated, adding value, variety and excitement to the cheese category.” – Alastair Jackson
Pilgrims Choice, the UK’s number two Cheddar brand is set to build on its current portfolio with more category enhancing innovation.
Identifying a growing demand for the need for inspiration in the kitchen and quick, easy, tasty meal solutions, Adams Foods has launched an industry first, Pilgrims Choice Crumbles.
Invented with the best melt in mind and to drive new uses of cheddar, Pilgrims Choice Crumbles are 4mm diced cubes of cheddar which have the advantage of melting much more evenly, creating delicious dishes in minutes.
Alastair Jackson, marketing director, at Adams Foods states “We can see that the grated market is growing significantly +£17million yoy** as consumers move to more convenient solutions and new usage occasions. As such we wanted to add something unique to the category that can drive a price premium and also move grated into the future.
With three different varieties available Mature, Mature with Black Pepper and Extra Mature with Breadcrumbs and Herbs, the new Crumbles range are designed to transform fridge staples into delicious meals. The Mature Crumbles offer the perfect creamy melt, the Mature Crumbles with Black Pepper offers a burst of flavour and the Extra Mature with Breadcrumbs and Herb Crumbles can be used to give any meal a crispy cheesy topping, perfect for sprinkling over meat, fish or vegetables.
Alastair Jackson, marketing director, at Adams Foods said: “All Adams Foods product innovations in 2014 will have one purpose and that is to deliver consumers a better choice of cheese. The consumers’ cheese purchasing repertoire has been generally flat over the last five years even though the range available has increased. We want to offer the consumer and our customer’s products that offer a true point of difference that will drive value, frequency and incremental consumption.
"Pilgrims Choice Crumbles delivered the perfect research results as consumers stated they are great for adding a simple twist to fridge staples, they are versatile and offer a great meal with very little effort. Crumbles we believe will become the new grated adding value, variety and excitement to the cheese category.”
Adams Food will support this brand new product with extensive in-store activity including hot sampling, an online activity and a PR campaigns to drive awareness and trial.
Original source: Adams Foods
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