Pilgrims Choice new pack design
Pilgrims Choice, the UK’s number two Cheddar brand from Oruna Foods, is targeting market share gains with the introduction of new packaging across its entire range of block, sliced and grated cheese.
The new-look Pilgrims Choice packs will appear nationwide in the UK. The packs will feature greater use of colour, flavour descriptors and 'mouth-watering' cheese imagery.
Commenting on the new Pilgrims Choice pack designs, Kerry Alexander Brands Director at Ornua Foods UK said: “Our striking new pack designs are the first step in a multi-layered strategy to build the Pilgrims Choice market share by challenging market conventions and responding to changing consumer behaviour. At the heart of this is our focus on tapping into the real emotions that consumers experience when eating cheese and owning the key driver, when they come to select what to buy, namely great taste.
“With our new packs we aim to engender love at first sight between Pilgrims Choice and consumers looking for a taste sensation. They might not be able to taste our cheese on the shelf but the vibrant new design colours, flavour descriptors and mouth-watering cheese imagery will create a visual feast in the cheese aisle that will stimulate all the senses and leave shoppers salivating.”