Dairy brand Anchor has announced the launch of its new Anchor Cheddar cheese range into the convenience channel. Anchor Cheddar is aiming to drive fresh growth into the category by bringing both new and existing Anchor customers to the cheese fixture. Anchor Cheddar will be available to buy 350g block formats at n rrp of £4.50 for Anchor Mature Cheddar and £4.75 for the Anchor Extra Mature Cheddar.
Rolling out now in Makro depots and into Booker outlets from mid-December, the Anchor Cheddar range will be available in small cases of six 350g blocks. As well as benefitting retailers with less space in their stock rooms, the small cases will reduce money tied up in stock and limit shelf life issues which can be created by larger cases for smaller retailers.
The range is being produced in theUKusing British milk, ensuring Anchor Cheddar delivers the best quality possible for consumers, while also supporting British dairy farmers. The packaging includes prominent Anchor branding with a different coloured swish at the bottom of the pack, to signpost customers to the two variants on shelf, using red for Anchor Mature Cheddar and purple for Anchor Extra Mature Cheddar.
The Anchor Cheddar packaging benefits from a new easy ‘pinch’ close seal using Aplix seal technology which removes the need to line up the packaging channels to reclose the pack, making it much easier to close and ensuring Anchor Cheddar stays fresher for longer.
Diane Wright, Anchor Cheddar Brand Manager, commented: “The Anchor brand has an incredibly loyal following thanks to the fact it not only delivers high quality products, but because it creates an emotional connection between consumers and their food moments. While initially launching with our two variants, we have big plans for the future of Anchor Cheddar including a strong pipeline of NPD and supporting campaigns, so watch this space for more news later in the year.”
