Milk Link grows premium cheese market

Milk Link is expanding its range of Tickler extra mature cheddar in a bid to grow export and domestic sales.

Its new larger 350g pack will be sold nationwide in Waitrose and Morrisons from 26 April, and supports plans to develop export sales to the US and other English speaking countries.

The move should benefit the co-op’s member suppliers, providing a growing market for added-value produce. It follows the tremendous success of the award-winning Tickler, sales of which have grown by 56% in value and 62% in volume in the year to 21 February.

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. However, research by Milk Link showed that consumers wanted a larger pack size than the existing 200g, and the co-op has also redesigned the packaging to improve brand awareness.

“We continue to be delighted with Tickler’s market growth and popularity amongst consumers,” said Hamish Renton, Milk Link’s marketing director. “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.”