US dessert brand, The Cheesecake Factory, arrives in the UK

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American dessert chain The Cheesecake Factory has arrived in the UK and Ireland with its initial range of premium products distributed across the grocery, convenience and foodservice sectors by Schengen Desserts in association with Glasgow-based Blaze XK Limited.

Blaze XK has been appointed to manage all of The Cheesecake Factory’s UK and Ireland commercial and distribution operations by the brand’s master European distributor, Netherlands-based Schengen Desserts BV.

The Cheesecake Factory’s products include its flagship Original, Chocolate Mousse, Red Velvet and Strawberry Topped cheesecakes. Its cheesecake slices are ideally suited for convenience stores and food-to-go counters.

Schengen Desserts’ European sales director, Navneet Rai, shared: “Every dessert creation in The Cheesecake Factory Bakery line is made by the same creative talent behind the incomparably successful desserts that are sold in The Cheesecake Factory restaurants worldwide.”

Brem Bremner, brand director and co-founder of Blaze XK, said: “These are show-stopping, premium desserts from a famous American brand and they are going to go down a storm with consumers looking to treat themselves, especially in these uncertain times when they want something special to enjoy at home.

“The Cheesecake Factory Bakery specialises in decadent, indulgent desserts which are legendary across the brand’s restaurant chains in the US and Canada where they enjoy ‘icon’ status and we are confident that they will soon gain a similar reputation here. Yes, they are high in calories, but they are perfect for special occasions and gifting.”

The European market will have two ranges – The Cheesecake Factory At Home range for the retail market and The Cheesecake Factory Bakery offering for foodservice. “The Cheesecake Factory is new, exciting and offers retailers and foodservice operators alike a genuine point of difference in a desserts market that hasn’t seen a great deal of innovation for many years,” said Mr Bremner.

Vicki Heenan, who has been appointed head of sales UK and Ireland for The Cheesecake Factory, added: “For the retail market we can offer a selection of take-home cheesecakes and individual servings and cupcakes along with other products from the At Home range while the Bakery range is targeted at restaurants, cafés, airlines and hotels looking to serve quality cheesecakes that have huge brand appeal.”