Pilgrims Choice has launched a mild cheddar variant for the first time as it unveils bigger pack formats.
The cheddar brand has launched a ‘Bigger Pack Great Value’ format (rsp: £6/730g) in both Mild and Mature Cheddar.
It is the first time that the brand has launched a mild cheddar, which has a “mellow, creamy and moreish flavour profile with a smooth, rounded character”.
Ornua Foods UK marketing controller, Sarah Burrow, said the launch would broaden the brand’s appeal, and “give more shoppers, especially family households, the opportunity to enjoy the brand”.
The big packs will roll out in Tesco stores from mid-October with further listings to come in 2027.
“Our new 730g Pilgrims Choice block will give shoppers a bigger, better-value format that meets a growing demand for family meal solutions and value-led shopping,” added Burrow. “It fills a gap in our current pack architecture, sits as our best-value block offering, and will help us recruit new households into the brand.”
The launch will be supported with activity on Pilgrims Choice’s shopper channels online and in-store and influencer campaigns including from brand ambassador George Egg.
It comes as the brand launched extra big ‘sandwich slices’ (rsp: £2.75/150g).
The slices have been created to be the “perfect size” for sandwiches and come in two blends: Cheddar with Garlic & Herb, and Cheddar with cracked Green & Black Peppercorns.
They are available in Sainsbury’s .
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