25 Jan 2010
Milk Link, producer of award-winning British cheeses, has launched True Blue, a gloriously creamy and moreish Stilton that can be used everyday. This new Stilton, which is being sold in Morrisons from 25th January 2010, is produced at Milk Link’s award-winning Stilton creamery, Tuxford & Tebbutt in Melton Mowbray.
Milk Link believes that this new brand will play an important role in stimulating interest and growth in the Stilton category. These market developments will be realised by driving up usage occasions and attracting a wider, more mainstream and youthful audience. Stilton has a traditional heritage but is often seen only as a special occasion cheese. True Blue aims to break down these barriers with its big brand personality, recipe ideas and unique packaging. It will be sold at an attractive price-point, helping make it a fridge essential.
Aged at about 10 weeks, True Blue has a really creamy texture, clean finish and buttery taste and is not only great eaten with biscuits and fruits, but is also a fantastic cooking ingredient. So much so that two new recipes will appear on pack – Sausage, Stilton Mash and Onion Gravy, and Roasted Red Pepper and Stilton Bruschetta. True Blue will also be packaged in recycled materials, with a unique design that provides great functionality and convenience.
Alongside in-store activity, True Blue will be supported by a platform of marketing and PR activity including a microsite at www.trueblueStilton.co.uk which will be linked to social networking sites. Together with competitions in the press, the website will be updated seasonally with new recipes and ideas. There will also be a section of the website where consumers can upload their own recipes and Stilton ideas, and a section for ongoing offers.
The award-winning Tuxford & Tebbutt Creamery has a long history of making world-class Stilton. In 2009 the Creamery was named Supreme Champion at the Royal Welsh Show and at the Bakewell Show, and took home a host of gold awards at the Nantwich International Cheese Awards, the Great Yorkshire Show, and the Frome Show. Tuxford & Tebbutt remains one of only six creameries in the world able to produce Stilton, the ‘King of English Cheeses’.
Mark Frankcom, Milk Link’s Director of Speciality Cheese, commented: “We’re really excited to be launching True Blue. With its bold branding, unique packaging, and excellent taste that has been perfected by our expert Stilton makers – this product has really broad consumer appeal.
“True Blue aims to modernise the Stilton category and inspire shoppers with new ideas about what to do with the cheese. True Blue really is the Stilton for everyday.”
Milk Link produces a range of branded cheeses and butters, including Tickler, the fabulous extra-mature Cheddar produced in the heart of Devon; The Red One, the really remarkable Red Leicester; Lockerbie Cheddar and Butter, unique products with a special kick and “a wee bit of bite”; the Cadog range of bilingually-branded cheeses; and Moo Milk, the extended shelf life milk which comes as full-fat, semi-skimmed, one %, skimmed and a range of different flavours.
The company manufactures over 20 varieties of Cheddars, Blue Stilton and British regional cheeses for the retail, food service and ingredients sectors and employs over 1,000 staff across six cheese and dairy processing facilities and its consumer packing facility at Oswestry, Shropshire.
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