Bel UK, the UK arm of French cheese giant Fromageries Bel, has entered the local convenience category with the launch of Leerdammer grated cheese.
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The cheese is a slight shift from the traditional cheese format Leerdammer are used to and is targeted towards a “fast-paced consumer market”.
“For us, grated cheese is really an opportunity to tap into a market that is relatively underrepresented by a continental hard cheese,” said Becky Myers, a spokesperson for Leerdammer. “Pressure from work expectations, a faster-paced society and a need for healthier foods is a big reason why consumers are looking for convenience foods.”
Also tapping into the health market, the grated cheese will offer 20% less fat than grated cheddar cheese.
Jean-Paul Pelaez, head of category management at Bel UK said: “The fact is there is limited branded choice for shoppers at the moment because Cheddar and Mozzarella dominate the grated market. With the arrival of Leerdammer Grated, we are offering consumers an improved choice with the reassurance of a brand name they already know well.”
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By GlobalData
