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Costcutter Supermarkets Group refreshes Independent cheese range

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Independent, the brand owned by Costcutter Supermarkets Group, has relaunched its cheese range to offer improved flavour, packaging design and price across its Cheddar range.

The Independent Cheddar range boasts eight different variants, across a range of strengths and colours, including the range-topping Independent Specialist Mature Cheddar. Supplied by dairy product specialist, Fayrefield Foods, the improved range is available now, offering retailers an improved price point ranging from £1 to £2.50 for a 350g block, improved retailer margins and a new packaging design which includes a parchment wrap, improved photography and colour cues that follow market trends to ensure ease of shop for consumers.

With a growing demand for continental cheese among British consumers, the Independent range also includes Danish Blue, Brie and Grated Mozzarella, as well as British variants such as Cheshire, Double Gloucester, Lancashire, Red Leicester, Smoked Cheese and Wensleydale.

Jodene Rogers, Head of Marketing for Independent, said: “Our Independent cheese range has proved extremely popular with retailers and consumers since it launched. Cheese is a staple for British shoppers and with 54% of the cheese bought being Cheddar, we’ve redesigned the range to ensure our retailers are able to offer their customers an outstanding range at a strong price point.”

Independent offers a range of quality, affordable products across all categories including fresh meats and vegetables through to household items and confectionery. In just two years since launch, the brand has already received industry acclaim with its Strawberry Bonbons, Shortbread Biscuit Fingers and Thai Sweet Chilli Crisps winning top awards.

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