Pilgrims Choice, the clear No.2 Cheddar brand in the UK, is set to build on this position with the launch of new, 730g packs of Mild and Mature Cheddar created to give shoppers a bigger, better-value format.
The new ‘Bigger Pack Great Value’ block establishes a clear best-value tier within the Pilgrims Choice portfolio. Its introduction will recruit new households into the brand by responding to a growing demand for value-led shopping, family meal solutions and larger shopping missions.
The new 730g pack will be available in both Mild and Mature Cheddar offering consumers both value and choice by catering to different taste preferences within family households, whilst staying true to the flavour credentials Pilgrims Choice is known for. The Mild Cheddar, the first to be included in the Pilgrims Choice range, delivers a mellow, creamy and moreish flavour profile with a smooth, rounded character. Whilst the Mature Cheddar is smooth and velvety, with a full-bodied, robust cheddar flavour and a creamy mouthfeel. Whether shoppers prefer a milder Cheddar or a bolder taste experience, both options deliver the quality, flavour and enjoyment they would expect from Pilgrims Choice.
The new bigger, better-value packs will start appearing in main estate Tesco stores across the UK from mid-October with further listings in major retailers to come in 2027. In line with providing a strong value proposition for families and larger shopping missions, the packs have an RRP of £6.00 and will be supported by targeted price promotions.
Commenting on the launch of the new 730g pack, Sarah Burrow, Ornua Foods UK marketing controller said, “Our new 730g Pilgrims Choice block will give shoppers a bigger, better-value format that meets a growing demand for family meal solutions and value-led shopping. It fills a gap in our current pack architecture, sits as our best-value block offering, and will help us recruit new households into the brand.
“The introduction for the first time of an incredibly moreish Mild Cheddar alongside our bolder Mature will broaden our appeal and give more shoppers, especially family households, the opportunity to enjoy the brand.”
The ‘Bigger Pack Great Value’ messaging will be called-out on front of pack and be further amplified via Pilgrims Choice’s shopper channels online and in-store; on social media and through influencer campaigns including from Pilgrims Choice brand ambassador George Egg, the culinary anarchist and original ‘Snack Hacker’.
Pilgrims Choice launches extra big ‘sandwich slices’
This Autumn also sees the debut of Pilgrims Choice extra big, blended Cheddar ‘sandwich slices’.
The new extra big ‘sandwich slices’ have been created to be the perfect size for the making of delicious sandwiches and feature two mouth-watering Cheddar blends. The Cheddar with Garlic & Herb delivers a deliciously savoury and aromatic & moreish taste, whilst the Cheddar with cracked Green & Black peppercorns will upgrade any sandwich with its bold, punchy flavour.
The new Pilgrims Choice extra big ‘sandwich slices’ are now appearing in Sainsbury’s stores across the country with an RRP of £2.75 for a 150g pack of 6 slices.
