14 May 1999

Cheese brand launch

NEW cheese brand Mendip Hills has been launched by Dairy Crest in a bid to reverse an alarming fall in cheese sales in the independent retail sector.

Sales are declining by 17% year on year, according to the companys research. It blames poor packaging and labelling and the "yellow brick wall" uniform appearance of cheeses on display.

The new label is the first branded pack range of pre-pack and deli cheese developed specifically for independent retailers, says Dairy Crest. Choice includes farmhouse cheese, territorials, grated and cut block products. &#42