Amazing cheddar brand unveiled

Bradburys Cheese in the UK has launched a new cheddar brand with Waitrose supermarkets in the UK.

Created to support independent UK cheddar producers, the Amazing Cheddar brand will discover the very best tasting craft cheddars from across the UK and bring them direct to British consumers.

Amazing Cheddar will not be limited to one source, so there will be freedom to select from individual producers based on authentic taste, incredible flavour and depth of cheddar character.

The range will initially launch with two varieties, Amazing Cheddar Mature and Amazing Cheddar Extra Mature. The brand is initially launching in Waitrose but may extend to other retailers as new cheddars are discovered.

Announcing the launch of the new brand, Waitrose cheese buyer, Chris Dawson says, “We’re delighted to be working with Bradburys to deliver this direct to Waitrose customers. Consumers are much more sophisticated than ever before with discerning tastes and a desire to find the best tasting cheeses with proven provenance. Amazing Cheddar meets this expectation and fulfills a need for an authentic craft cheese product that has been sourced for its complexity and matured longer to bring outstanding flavours that are synonymous with smaller independent cheese makers.”

Bradburys’ marketing director, Chris Chisnall, adds, “Amazing Cheddar is packed with both personality and unique flavours, we’re very excited to launch a cheddar product in Waitrose stores.”