Ornua Foods has announced a new pack design across its entire Pilgrims Choice cheese range.

The new look will appear from mid-June across Pilgrims Choice’s range of block, sliced and grated cheese as the supplier seeks to increase the brand’s market share.

It features a greater use of colour, flavour descriptors and new cheese imagery to increase standout on-shelf and enable easier navigation between variants.

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According to research carried out by Pilgrims Choice, cheese consumers are moving away from safe offerings. As a result, the packaging highlights Pilgrims Choice’s higher taste profile.

Kerry Alexander, brands director at Ornua Foods UK, said: “Our striking new pack designs are the first step in a multi-layered strategy to build the Pilgrims Choice market share by challenging market conventions and responding to changing consumer behaviour. At the heart of this is our focus on tapping into the real emotions that consumers experience when eating cheese and owning the key driver, when they come to select what to buy, namely great taste.”

Ornua will support the new designs with a multi-channel marketing campaign from mid-July.

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