Belton Farm is set to re-launch and re-invigorate its range of award-winning Red and White Fox branded cheese.
The modern British territorial cheese will initially appear in 200 Waitrose stores nationwide this month.
Based on aged red and white Leicester cheese recipes, the ‘Foxes’ are famed for their distinctive taste and texture.
Justin Beckett, Belton Farm’s managing director, said: “At Belton Farm we recognise we need to engage with a new generation of discerning cheese buyers and that we need to promote, position and package cheese in a more relevant and stimulating way.
“The Fox family are Belton Farm’s distinctive take on modern British cheese and we strongly believe both Red and White Fox can champion the territorial segment of the category by bringing excitement and widening the repertoire of our consumers.”
For the cheese connoiseur, Belton describe Red Fox as combining a cunningly unexpected crunch with an intense and complex blend of sweet and savoury flavours. White Fox is said to be a rich and intensely creamy with a nutty finish.
Both will appear in new pack designs and will also receive focused in-store promotional support, social media marketing campaigns and a programme of extensive consumer sampling.
Both Red Fox and White Fox will officially launch at the Nantwich International Cheese Awards next Tuesday.
See full story in the Whitchurch Herald