Pladis has rolled out a trio of Mini Cheddars flavours inspired by different regions of Britain.
The flavours – Ploughman’s Cheshire Cheese, Dragon’s Breath Chilli Cheddar, and Strathdon Blue Cheese – were designed to “spotlight” different cheeses from England, Scotland and Wales, it said.
”From the pickly taste of ploughman’s and the sharp twang of blue cheese, all the way up to the heat of chilli cheddar, there’s an option to suit all tastebuds,” it added.
The brand has also played with its logo for the new SKUs, swapping ‘Mini Cheddars’ for ‘Wee Cheddars’ and ‘Cheddars Bach’ respectively, to “clearly showcase the flavours’ regional roots”.
They hit Tesco this week, with further retailers, as well as convenience and wholesalers, to follow from 19 April (rsp: £1.79/6x25g),
The launch will be accompanied by a wider makeover across the entire Mini Cheddars range, featuring a refreshed brand logo and a greater focus on its “baked with real cheese” message.
It is part of a major push to lure younger shoppers aged 25-45 to the brand.
“Not only has our flavour innovation worked wonders for the category in terms of fuelling growth, it has enabled us to build on and diversify our core portfolio by adding permanent SKUs to our range,” said Pladis marketing controller Christopher Owen.