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'Strong sales growth' for Milk Link cheddar

16 April 2010

Milk Link has announced the launch of a larger 350g pack of its ''Tickler fabulous extra'' mature Cheddar. The new pack, which has a RRP of £3.49 will be sold in Waitrose and Morrisons.

Milk Link has announced the launch of a new larger 350g pack of its award winning, Tickler fabulous extra mature Cheddar. The new pack, which has a RRP of £3.49 will be sold nationwide in Waitrose from the 1st April and Morrisons from the 26th April.

The new pack size builds on the success of the 200g Tickler pack, and supports plans being made by Milk Link to expand export sales of the brand, predominantly focusing on the US market and other English speaking countries.

The new 350g pack has been introduced as sales of Tickler continue to build strongly. Latest market data shows that Tickler sales are up by +56% in value and +62% in volume (TNS 52 w/e 21.02.10) reflecting the growing distribution of the 200g pack (increase in sterling weighted distribution to 43% - Nielsen 52 w/e 21.02.10) and strong performance of Tickler on deli counters. The rate of sale on the 200g Tickler pack is showing continued growth, outperforming its closest competitors in the 200g market (Grocery Multiples, Nielsen 52 w/e 21/02/10).

In addition to the increase in sales, consumer insight has also driven the launch of Tickler 350g; research undertaken by Milk Link showed that consumers wanted a larger pack size (Flavour research, August 2009).

The new size pack will retain all Tickler’s distinctive features loved by consumers – its unique flavour profile which is sweet, tangy, strong and tasty, and characteristic wedge shape. The packaging has been redesigned to become easier to navigate but has maintained the traditional feel that consumers love and the Tickler branding. Brown “non-woven” film a tactile, versatile packaging option which feels and looks like brown paper, has been used to aid stand out on shelf, improve brand awareness and encourage trial.

Hamish Renton, Milk Link’s marketing director said: “We continue to be delighted with Tickler’s market growth and popularity among consumers. As the business’ leading cheese brand we plan to put our full marketing power behind it this year to ensure that it continues to go from strength to strength.

“The new 350g pack delivers more of the same great tasting Cheddar that consumers love and has been launched in direct response to consumer demand; we’ve seen indications for some time now that there is demand for a larger pack format. The 350g will encourage trial and all the consumer taste testing we have undertaken to date shows us that if consumers taste Tickler, they will absolutely love it.”

In addition to the new listings in place for the 350g pack, consumers can buy Tickler 200g in Budgens, Tesco, Waitrose, the Cooperative and Somerfield. It is also available on the deli in Morrisons, Sainsburys and Waitrose and on the menu in Greene King Pubs throughout the country.

Tickler is produced at the Taw Valley Creamery in Devon and has been a hit in the premium quality branded cheddar market since its launch in February 2007. Tickler is aimed at cheese lovers who are looking for some everyday indulgence and who are disappointed with the range of extra mature cheddars available.

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