Arla Foods is to launch a TV push for its Anchor cheddar cheese range, the company has announced.
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Arla relaunched the range last year under to focus on the portfolio’s free-range credentials and the company has earmarked some GBP5m (US$9.9m) to support the brand this year.
Available in 400g mature, extra mature variants and family cheddar packs, Anchor Cheddar has also just undergone a redesign in line with Anchor’s butter products.
Lorraine Crowe, Anchor senior brand manager said: “We believe this is a really positive time to be pushing the free-range message and we have every confidence that Anchor Cheddar can be a much bigger cheese.’”
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By GlobalData
