Davidstow unveils premium transformation with enhanced aesthetics

Davidstow Cheddar is re-launching with a fresh new brand look and feel.

The premium cheddar brand said it has been given an invigorating new branding, brought to life through a contemporary pack design.

As part of the revamp, its biggest selling SKU ‘Crackler’ has also had its maturity time increased from 18 months to 24 months. The move aims to further improve the taste experience and differentiation of this core SKU. This month, ‘Crackler’ has also been named as a Which? Best Buy in the extra mature cheese category.

The new look gives Davidstow a more premium look and feel, improved fixture stand-out and SKU navigation. Previous Davidstow packaging used variant-led packaging colours, which have been replaced with a new inky blue brand colour consistent across all three variants, as well as a new logo. The new brand platform ‘Awaken The Moment’ focuses on the sensory joy of eating the cheese whilst tapping into the brand’s Cornish heritage.

The retail brand is valued at £10.6m, (source: IRI SIG Outlet + Kantar Discounters & Bargain Stores) having grown 5.9% over the past 12 months (source: IRI SIG Outlet + Kantar Discounters & Bargain Stores) In the past 12 weeks, volume sales have increased by 12.7% (source: IRI SIG Outlet + Kantar Discounters & Bargain Stores), bucking the trend for volume decline in the pre-packed cheese category (source: IRI SIG Outlet + Kantar Discounters & Bargain Stores).

Jonathan Westlake, head of brand for Davidstow, noted how consumers love Davidstow cheese for its depth and complexity of flavour at an accessible price point.

“Our new ‘Awaken The Moment’ platform aims to bring to life the joy of eating high quality Davidstow cheddar in everyday meals and snacks. We also wanted to broaden our appeal to a younger food-savvy audience. Our Cornish heritage is an incredibly important part of what makes Davidstow special and we’ve dialled that up on pack within the new logo.

“Extending our maturation period for Davidstow Crackler not only gives us a point of difference as one of the longest matured cheddars on the supermarket shelf, but critically enhances the flavour profile.

“I am really proud that we have given Davidstow the branding it deserves, reflecting the quality of the product within the packs.”

The new brand launch will be supported through shopper marketing in-store, retailer Christmas magazines and a programme of consumer shows and events next year.

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