The purpose-driven Proper range consists of six classics; Creamy Lancashire, Crumbly Lancashire, Double Gloucester, Tasty Lancashire, Red Leicester and Goats Cheese and allows shoppers to both feel good and do good.
At the very heart of This is Proper is the Lancashire-based dairy’s belief that everyone has the right to real farmhouse cheese. The range will provide ASDA shoppers with the very best of British farmhouse, handmade properly using traditional methods by Butlers’ expert cheese makers, for a fair, honest price.
All cheeses in the range are made from milk within a 10-mile radius from Butlers’ family herd, are fully vegetarian, graded by strength and available in 100% recyclable packaging. Butlers is the first British cheese maker to bring sustainable packaging to the sector and continues to lead the way.
The go-to, reliable This is Proper flavours are perfect at-home staples, whether for a cheese board, sandwiches or for every-day family recipes. The full range in 250g packs, RRP £3, is available now in 60 northern ASDA stores with plans to roll out nationally. Proper Tasty Lancashire and Proper Goats Cheese are also now available nationally in Tesco, and Proper Goats Cheese is stocked in M&S.
This is Proper is also available to buy at the Butlers Farmhouse Cheeses online cheese store.
Butlers Farmhouse Cheeses fourth generation owner, Matthew Hall says: “More shoppers are looking for speciality cheese in the fixture than ever before. They’re also making a conscious choice to buy products with purpose, support British, artisan producers and put their pounds into the rural economy.
“This is Proper allows this new breed of shopper to choose real, proper, handmade farmhouse cheese and do their bit for the environment with fully recyclable packaging and sustainable production. Clear, on-pack messaging about the farmhouse-way is clear and easy to understand.
“We’re excited to reach more shoppers and fly the flag for quality, British farmhouse cheese that can reach your plate without travelling around the world to get there.”
Butlers Farmhouse Cheeses is a fourth-generation family business established in 1932 in rural Lancashire. Butlers combine traditional skills, love and innovation to hand make specialist British hard, blue and soft cheeses.
Butlers Farmhouse Cheeses has expanded its direct to consumer sales through the Covid-19 pandemic with its online cheese store and letterbox offer. Its Blacksticks Blue cheese is sold across M&S, Waitrose, Morrisons, Sainsbury’s, Tesco, Co-op, Spar and Booths stores nationwide.