Dairy Crest Rolls Out New Blended Cheese Line

UK dairy food company Dairy Crest is launching a new brand of blended cheeses under the name ‘Over the Moon’. Listings for the new product have been confirmed in Waitrose stores nationwide from January 2006.

Over the Moon is purportedly the first brand of blended cheeses to enter the segment which has been primarily dominated by retailer own label products. The range includes the traditional combinations of Wensleydale and cranberry, white stilton and apricot, and double Gloucester with chive and onion, as well as a newly-developed white stilton and lemon.

The packaging, designed Ziggurat, features a distinctive design of a cow jumping over a crescent moon, with a serving suggestion for each variety on the back of the pack. The launch will be supported by a UK-wide PR campaign targeting both trade and consumer press.

“This is a really exciting launch for the dairy industry as it is the first brand to enter this rapidly growing sector of the market,” commented Richard Tolley, Dairy Crest marketing director. “In addition to the existing winning combinations, Over the Moon is bringing new flavors into the category, which we hope will satisfy the existing blended cheese enthusiasts and attract new fans.”