Norseland returns to its Ilchester Cheese name in rebrand
Credit: The Ilchester Cheese Co.
Norseland Limited, a UK-based blended cheese supplier, has announced a return to its original name, The Ilchester Cheese Co, reconnecting with its heritage and reaffirming its commitment to the local community and British cheese making, the company says.
The rebrand reflects the company’s deep roots in Somerset and its position as a category pioneer. From being the first to introduce flavoured cheese to the UK market in 1962 with its now-iconic Ilchester Beer Cheese, to producing some of the country’s best-loved brands such as Jarlsberg, Applewood and Mexicana, the business is returning to the name that started it all.
“Our new-old name reflects who we’ve always been — rooted in Ilchester, proud of our legacy, and focused on the future,” said James Catchpole, managing director of The Ilchester Cheese Co. “We’re reconnecting with our community and proudly wearing our story on our sleeve.”
The Ilchester Cheese Co. employs a team of around 175 people across production and office-based roles, with a turnover of £45 million in 2024. Its brands, Applewood and Mexicana, hold the number on branded position in their respective segments — Smoky and Spicy cheeses (Kantar). Beyond its own brands, the company also cuts, packs, and distributes Jarlsberg and other select cheeses from its parent company TINE Norway, with Jarlsberg enjoying 13% volume growth in 2024.
The company exports to 20 international markets, including Canada, Australia, and countries across Europe and Asia. In 2025, it continues to invest in brand-building with new media campaigns and refreshed packaging for Applewood and Jarlsberg launching this May. The Ilchester Cheese Co. new branding will be introduced across trade materials, packaging and digital channels over the coming months.
