UK: Unilever and Milk Link partner for 'I can't believe it's not Cheddar'
The product, called 'I Can't Believe It's Not Cheddar' is scheduled for launch in early 2011.
'I Can't Believe It's Not Cheddar' will carry the same visual identity as the existing 'I Can't Believe It's Not Butter' spreads range. It will have 30% less fat compared to standard cheddar, is 100% natural and uses a special grade of cheddar from Milk Link's Taw Valley Creamery in Devon, the firm said.
According to TNS research, the reduced fat category is the fastest growing cheese sector and is worth GBP42.7m (US$66.21m) annually and is predicted to be worth GBP64m by 2012.
"This new project is part of Milk Link's continued commitment to innovation to create added-value within the dairy sector, and our work to support the FSA with healthier cheese options," said Milk Link marketing director Hamish Renton.
There have been over 640 stories in just-food's M&A section since April this year covering everything from industry-changing mergers to bolt on acquisitions and brand disposals. This section to the br...
As we headed into September, there was uncertainty about the prospects for M&A activity, with analysts at KPMG suggesting the value of deals in the food, drink and consumer goods space in the second q...
The launch last week of Unilever's Sustainable Living Plan sees the Anglo-Dutch food-to-deodorants group once more setting the pace on corporate sustainability. Ben Cooper spoke with Karen Hamilton, U...
Australia is currently witnessing a similar debate to that seen in the UK and Europe over the use of traffic light colours or guideline daily amounts in front-of-pack nutritional labelling. The Austra...
- US food next wave on display at Winter Fancy Food
- How General Mills plans to grow - CAGNY
- Comment: Meal kits in US - don't believe the hype
- CAGNY analysis: Danone's growth strategy
- Wessanen eyes growth in "resurgent" organic market
- Unilever launches operational review
- Kerry operating earnings strengthen on slow sales
- Glanbia focuses on nutrition with Irish dairy spin
- Kerry's Scanlon to replace McCarthy as CEO
- Mondelez launches savoury snacks brand Vea