Davidstow launches Direct to Consumer store


Davidstow, the leading UK premium branded cheddar, has launched a new range of exclusive aged cheddars, available to buy direct from a new branded web-shop from this week, just in time for final Christmas orders.

The Cornwall-based brand, which bears a Royal Warrant from Her Majesty The Queen’s Household, has launched the new Davidstow online store from 18th December, selling a range of exclusive Davidstow cheddars and gift sets, currently not available to purchase.

The online range will include 40-month-old Davidstow Reserve and the highly coveted 60-month-old Davidstow Special Reserve, a maturity that has previously only been accessible to a select handful of Michelin starred chefs, due to the complexity of maturing cheddar for this long and the limited volumes available. Alongside these exclusive aged profiles, available as hand-wrapped blocks, wax-covered ingots and included within a selection of gift sets, shoppers will also be able to purchase a range of Davidstow cheddars catering to more everyday use (ranging from 12 months through to 36 months of maturity). Gift sets will see Davidstow cheddars paired with a carefully curated range of complementary Cornish partner products, including Furniss Crackers and The Cornish Larder Chutney, alongside an exclusive Davidstow branded presentation slate.

Jonathan Westlake, Davidstow brand controller, comments: “We’re hugely excited to be supplementing our existing retail listings with the launch of a new direct to consumer store. eCommerce has seen unprecedented growth since the onset of Covid-19, with new consumer segments embracing online shopping, notably older shoppers who might previously have shied away – this demographic is our core target audience for Davidstow. Their behavioural shift offers an opportunity for us to widen our reach among our core consumer segment and to own the relationship more directly, as well as making our unique aged Davidstow profiles accessible to a wider audience.

“We want to make a clear distinction between our direct-to-consumer range and our pre-packed products available in supermarkets, so we’re launching with a fully differentiated range of formats and maturities, including aged varieties that we’re simply not able to offer in multiple retail due to the complexity of the maturation process and the volume available. These include the jewel in our crown – our 60-month Special Reserve cheddar. The site will be a great test-bed for us to understand consumer appetite for these exclusive products as well as helping us to build our brand awareness and quality perception”

The store will be accessible through Davidstow’s existing brand website www.Davidstowcheddar.co.uk, with prices ranging from £3-£11 for individual cheddar blocks and from £20-£42 for gift sets. Orders will be required to meet a minimum value of £15 and will be shipped within four working days, in fully insulated, sustainable packaging, delivered by overnight courier, costing £3.95 per parcel. The final order date for 25th December 2020 delivery will be 22nd December.