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The aged Red Leicester, known for its unique sweet and savoury notes and an ‘cunningly unexpected crunch’, has become an increasingly popular cheese across the UK since its launch three years ago.
Sales increased by 28.8% over the last 12 months (Kantar Data), and the Belton Farm team believe that its presence on television will boost sales even further, encouraging consumers to ‘look beyond the obvious’ and try something new on their cheeseboards and within their home cooked recipes.
Justin Beckett, managing director at Belton Farm said, “It’s taken years of dedication and skill to achieve the complex blend of sweet and savoury flavours along with cunningly expected crunch that is bespoke to Red Fox. However, what people might not be aware of is its diverse usage. Due to its firm body and unique taste, Red Fox lends itself so nicely to adding that special touch to dishes - to make any occasion that extra bit special.
“With this campaign, we wanted to highlight the diversity of our flagship product and we are confident this will drive sales and awareness of Belton Farm and all our award-winning Great British Cheese.”
The There’s More To Cheese Than Cheddar campaign airs on Channel 4 on Thursday 4th June and runs for four weeks.
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