British supermarket giants Tesco and Sainsbury have both decided to rebrand their value cheddar cheese products as just "cheese" in a bid to avoid consumer confusion. Tesco insisted to The Grocer that the name change does not reflect any difference in the specification of the product, but was executed in order to simplify the choice for consumers. But Nigel White of the British Cheese Board told the Guardian: "I would say it is a positively unhelpful move. It is like going into a pub and simply asking for a beer."