Lactalis UK & Ireland is expanding its Leerdammer brand into cheese snacking with the launch of Leerdammer Mini Cubes, a bite-sized product designed to help retailers meet growing demand for convenient, taste-led snacking options.
Launching in Morrisons from 11 May, Leerdammer Mini Cubes are made using Leerdammer Original Cheese produced in The Netherlands and will be available in a 110g resealable pack. The product brings the brand’s distinctive mild, nutty taste into a cube format developed for adult snacking, grazing and informal sharing occasions.
The announcement comes as cheese snacking continues to perform strongly, with the segment up 13.3% year on year and snacking and processed now the fourth biggest segment in cheese. Mini Cubes have been developed to help Leerdammer unlock incremental usage moments beyond slices, while giving retailers a branded proposition that combines natural cheese credentials, quality and a lighter nutritional profile than cheddar.
Targeting ABC1 adults and families, the product has been designed to appeal to existing Leerdammer shoppers looking to enjoy the brand on more occasions, as well as new shoppers seeking a lighter alternative to cheddar. Made with 100% cheese and no artificial additives, Leerdammer Mini Cubes are easy to enjoy straight from the pack, offering a permissible option for everyday grazing and sharing.
Héloïse Le Norcy-Trott, group marketing director at Lactalis UK & Ireland, said: “Cheese snacking is becoming an increasingly important part of the category, as shoppers look for products that balance convenience, quality and great taste.
“Leerdammer Mini Cubes bring our distinctive mild, nutty flavour into a new format designed for everyday grazing and sharing occasions. As well as extending Leerdammer beyond slices, the launch gives retailers a compelling branded proposition in a growing part of the fixture.”
The launch will be supported with in‑store visibility at fixture, including aisle fins and shelf barkers to drive awareness and trial.
Leerdammer Mini Cubes, 110g, MSSP £2.00, will be available in Morrisons from 11 May.
