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March 24, 2014

UK: Adams Foods to “transform” 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.

By Dean Best

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. 

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