Bradburys Cheese and Waitrose launch Amazing Cheddar brand

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Amazing Cheddar

Bradburys Cheese has launched a new cheddar brand with Waitrose.

Created to support independent UK cheddar producers, the Amazing Cheddar brand will discover the very best tasting craft cheddars from across the UK and bring these outstanding quality products direct to British consumers.

Amazing Cheddar will not be limited to one source, so will have the freedom to select from individual producers based on authentic taste, incredible flavour and depth of cheddar character.

The range will initially launch with two varieties; Amazing Cheddar Mature, a rich and rounded classic cheddar, and Amazing Cheddar Extra Mature, a strong and crunchy variety that packs a flavoursome punch.

Amazing Cheddar is initially launching in Waitrose but may extend to other retailers as new parcels of amazing quality cheddar are discovered.

With its quirky silver and red packaging, Amazing Cheddar’s visually stunning presentation will offer bold shelf presence to communicate its difference. Priced competitively at £4.00 and available in 350g packs, the brand’s mission is to challenge the world of generic cheddar by creating an incredible tasting cheese offering great flavour, good value and high quality together with fun, edgy branding that appeals to discerning cheese lovers.

Announcing the launch of the new brand, Waitrose cheese buyer Chris Dawson said: “Waitrose has a great track record in supporting new brands to get their foothold in the market and we have a proud history of supporting the very best producers within the British cheese industry. We’re delighted to be working with Bradburys to deliver this ethos direct to Waitrose customers.

“Consumers are much more sophisticated than ever before with discerning tastes and a desire to find the best tasting cheeses with proven provenance. Amazing Cheddar meets this expectation and fulfils a need for an authentic craft cheese product that has been sourced for its complexity and matured longer to bring outstanding flavours that are synonymous with smaller independent cheesemakers.”

Bradburys’ marketing director Chris Chisnall said: “Amazing Cheddar is packed with both personality and unique flavours – we’re very excited to launch a cheddar product in Waitrose stores.”