Milk Link to Launch I Can’t Believe It’s Not Cheddar in the UK
UK dairy co-operative Milk Link is planning to launch I Can’t Believe It’s Not Cheddar, a new cheese product that contains 30% less fat than standard Cheddar, early next year. The new product will be produced by Milk Link under licence from Unilever, which also owns the popular I Can’t Believe It’s Not Butter brand. Launched in the UK in 1991, I Can’t Believe It’s Not Butter now has annual retail sales of £55.4m.
The launch by Milk Link is expected to heighten competition in the UK low fat cheese market, especially within the lighter Cheddar category.
According to Hamish Renton, marketing and innovation director at Milk Link, lighter cheese could very rapidly grow to represent 10% of the total Cheddar category. Milk Link, which will initially produce 1,000 tonnes of the new product, plans to support the January launch of I Can’t Believe It’s Not Cheddar with a full media campaign.
Milk Link is a vertically integrated dairy co-operative and is the largest producer of British cheeses.
