AS ONE of the most popular cheese brands in the UK, Whitchurch’s Belton Farm, has launched a re-brand of one of its biggest products, with a social media focus.

Belton Farm’s Red Fox brand for its aged Red Leicester has introduced a ‘more jaunty fox’ to its package in a bid to appeal to younger cheese lovers.

Justin Beckett, managing director of Belton Farm, said the re-brand for a new approach to the Red Fox is very exciting for the company.

He said: “As the leading brand of Red Leicester, Red Fox has always been the essential signpost on the cheese fixture for consumers seeking to extend their cheese repertoire beyond simply Cheddar.


Since its launch in 2017, Red Fox has added value, excitement and incremental sales to the cheese category and our investment in refreshing the brand and enhancing its marketing support is set to reinforce this.

“We believe that our new more vibrant and colourful pack designs will not only retain our loyal Red Fox consumers but also attract new younger cheese lovers looking for a taste and texture sensation.”

The investment in the new pack design comes at a time when Red Fox is experiencing strong penetration growth yoy and this will be further enhanced by the undertaking of a high-profile marketing campaign this autumn.

The new look Red Fox packs and shelf ready packaging will start appearing during September in Tesco, Waitrose and Morrisons stores as well as leading cheesemongers, deli’s and farm shops nationwide.

A Belton Farm spokesman added: “This will be followed by similar pack refreshes for the wider ‘Fox Family’ with bolder, more stand out front of pack designs being introduced later this year for White Fox and Smoked Red Fox.

“Since its launch in 2012, Red Fox has become the leading branded Red Leicester on the market building a loyal fanbase of predominantly older consumers.

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“The new pack design aims to retain these Red Fox loyalists by keeping much of the brand’s core visual identity but at the same time will attract new younger consumers through its more colourful and contemporary on shelf presence.”

“The Red Fox brand refresh will be complemented by a major social media and influencer campaign focused on reaching a younger demographic and in particular food loving Millennials; high profile PR and sampling activity and in-store promotional activations.

“The online campaign will run from September through to Christmas and will primarily be delivered through a high-profile presence on Facebook and Instagram.”