mclelland-cheese.jpgLactalis McLelland, part of the second largest dairy company in the world, further expanded its flagship cheddar range, Seriously®, with the nationwide launch of Seriously® Lighter back in January 2008. The company’s first lighter cheese offering followed the successful launches of Seriously Vintage and Seriously Strong Spreadable.

Made with a blend of semi-skimmed and whole milk, Seriously Lighter is a third less fat cheese for those consumers seeking a tastier alternative to other reduced fat cheeses. Seriously Lighter is available in a 400g and 200g block and delivers a great cheddar flavour and a texture that is easy to slice and grate.

Lauren Nicol, Lactalis McLelland’s Senior Brand Manager for Seriously®, said: “Health is of a growing concern to consumers, with 44% of all eating occasions now consumed with ‘health’ in mind. Following successful consumer research earlier this year, Seriously Lighter is a high quality addition to our award-winning range.”

Use of a purple ‘Seriously’ rosette not only clearly illustrates that the product offers something different from the rest of the Seriously range, but it is also indicates to consumers that the product will deliver a good, well-rounded tasting lighter cheese which traditionally has been missing from the ‘light’ sector.

The reduced fat cheddar market is worth £43.6 million and is growing (+34.8% vs last year), despite the fact that the reduction of fat in many products has lead to a reduction in taste. The launch of Seriously Lighter into the market provided retailers with a branded cheese that not only delivers a great taste, it also offers a guilt-free option for those that are conscious of their health.

There are now six core Seriously products: Strong, Smooth, Farmy, Vintage, Smokey and Lighter as well as Strong extensions – Spreadable, Sliced and Grated. The brand is now worth £65 million at retail (Source: TNS 52 weeks to 7th Oct).

Seriously Lighter is available from Morrisons and Asda, at RRP £3.59 per 400g.

Lactalis McLelland
Tel: 0141 552 2962

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