Cheeky Cow Cheese has announced its first national supermarket listing with The Co-operative Food, more than trebling the number of UK outlets selling the cheese.
From next week more than 400 UK Co-operative stores will stock 350g blocks of Cheeky Cow half fat mature cheese.
It’s a successful development for the brand, which launched in May 2013 as the UK’s first stand-alone brand of half fat cheddar-style cheese. Until now it has only been available been in south west England Tesco, ASDA and Spar stores, with national spot promotions in Lidl.
Made using British milk and containing 13% more calcium and 19% more protein than standard cheddar, a recipe change in January this year saw a reduction of the cheese’s salt content by 30%. This gave a further boost to the product’s health credentials and also helped get Cheeky Cow noticed, according to MD Greg Parsons.
“Our aim for the brand has always been to provide health conscious consumers with an everyday cheddar alternative.
“Our aim for the brand has always been to provide health conscious consumers with an everyday cheddar alternative. The growing health agenda surrounding salt and our Department of Health Responsibility Deal commitments therefore meant salt reduction was the next step. A like for like salt replacement product was the solution, helping us maintain the flavour, texture and functionality consumers are looking for in a healthy cheese. This move also meant we had a totally unique product that certainly captured buyers’ attention.”
Lidl customers were the first to try the new reduced salt recipe, with 23,000 packs selling out in less than a fortnight during the supermarket’s one-off healthy eating promotion in January. Foodservice company Compass Group PLC were also taking the new reduced salt recipe which was actively embraced by their development chefs.
According to Parsons: “This hugely encouraging consumer and foodservice feedback underlined how, with a bit of product development and expertise, healthy products really can take on their standard, or in this case full fat, peers in both taste and price.”
“Healthy products really can take on their standard, or in this case full fat, peers in both taste and price.”
Alongside the Co-op listing, Cheeky Cow will continue current contracts with Tesco, ASDA, Spar and Compass Group PLC, working closely with the group to help reduce the calories consumed by their end diners across schools, colleges, hospitals and workplaces. Lidl will also continue to stock Cheeky Cow cheese as a promotional line, following the success of the Cheese’s multiple 2014 and 2015 promotions.
Parsons added: “The new listing is well timed for the Christmas and New Year period, and gives us the ability to build on our already strong relationship with the Department of Health and their Change 4 Life brand. It’s also very positive news for our dairy farmers so we’re very excited about the future of the brand and how, in such a short space of time, the cheese has been embraced by the industry and consumers alike.”
• For more about Cheeky Cow Cheese, visit www.cheekycowcheese.co.uk.
• For images or quotes please contact lex at theorangecow dot com
• Food Matters Live 2015: Greg Parsons will be once again be delivering a seminar at Food Mattes Live, building on his presentation to delegates last year. The ‘Reformulate with purpose: marketing better-for-you in practice’ seminar will take place on Tuesday 17th November, 13:00 – 14:30, Room 27. Details here.
Notes to editors
Cheeky Cow Half Fat Mature Cheese – www.cheekycowcheese.co.uk
While other cheddar brands have simply extended their brand range to incorporate reduced fat variations, Cheeky Cow was the UK’s first and only stand-alone brand of half fat cheddar style cheese available to British consumers. Made using British milk, the brand changed its recipe in January 2015, reducing sodium content by 30%.
How it’s made:
Rather than taking anything out of our cheese during production, it’s the skimmed milk and a combination of cultures, as well as the pressing and the maturing process, that has enabled us to achieve a half fat cheese that replicates the taste, texture and smoothness of a full fat mature cheddar. Cheeky Cow also packs-in more protein and more calcium than a standard Cheddar.
Nutritional Facts versus standard cheddar
• A 100 g Cheeky Cow Cheese portion provides 36% less kcal | 53% less fat | 55% less saturates | 23% less salt | 17% more protein | 17% more calcium than a standard 100g cheese portion.
• A 20g Cheeky Cow Cheese portion provides 35% less kcal | 54% less fat | 56% less saturates | 23% less salt | 14% more calcium | 15% more protein than a standard 20g cheese portion.
• A 30g Cheeky Cow Cheese portion provides 37% less kcal | 53% less fat | 56% less saturates | 23% less salt |17% more calcium | 15% more protein than a standard 30g cheese portion.