Grated Mature Cheddar is Anchor's new cheese on the block. It follows closely on the heels of Anchor's facelift and the introduction of sliced versions of the mature and extra mature cheese back in April.
Anchor is the first of Britain's major dairy brands to move into pre-grated packet cheese. Anchor Grated Mature Cheddar has a thicker, chunkier cut than other packet cheeses already on the market.
Anchor brand manager, Gretel Edward, said the move would build on the momentum already established by the rest of the Anchor cheddar range: "This is an important extension of what we can offer our consumers. From block cheese to slices and now grated cheese - we are offering taste, convenience and essential nutrients - the things people need in their lives."
The addition of grated cheese marks the latest stage of Anchor taking advantage of the demand for convenience - a growing phenomenon in the UK domestic market, which has become a significant factor in the volume and type of British sales.
Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.