12297-015Lactalis McLelland, one of Europe’s largest dairy companies, is introducing two new exciting flavours to its award winning Seriously® Strong Spreadable product: Seriously® Strong Spreadable Chilli and Seriously® Strong Spreadable Smokey.

Seriously® Strong Spreadable, which launched in January 2006, was the first ever spread made with extra mature cheddar. The authentic cheddar taste proved to be a great success, with the product now worth over £1.5 million at retail in the UK (IRI 52 weeks to 24 Jan 09).

Building on the success of the original recipe1, the two flavour extensions, all uniquely made with extra mature cheddar, create a new intense taste sub sector in the spreadable cheese category, offering consumers a greater variety of choice.

There are now six core Seriously® Strong products: Strong, Vintage, Farmy, Smokey, Smooth and Lighter and three products in the Seriously® Strong Spreadable range (Original, Chilli and Smokey).The brand is now worth £57 million at retail (IRI 52 weeks to 24 Jan 09). Seriously® dominates in the intense taste cheddar category, where it has 21% of the total share of the market (IRI 52 weeks to 24 Jan 09).

Seriously® Strong Spreadable Chilli and Seriously® Strong Spreadable Smokey are available from Asda stores throughout the UK from mid-April.

Lactalis McLelland
Tel: 0141 552 2962

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