Lactalis UK & Ireland Invests in Seriously Brand With NPD and Packaging Relaunch
Lactalis UK & Ireland is investing in its award-winning Seriously brand with an innovative new product launch and packaging refresh. New Seriously Nuggets is the brand’s latest launch into the hot cheese category and will be available in Waitrose and Ocado from early July, with further launches planned in other retailers later in the year. In a separate move, the brand is also unveiling a new unified packaging design that will be applied across the entire range.
Seriously Nuggets, which will be available in 150g packs containing six tasty nuggets of award-winning cheddar cheese, will have an RRP of £2.50 and is designed to offer consumers a hot cheese product that can be enjoyed at home. High in protein, the new crispy, tangy cheese nuggets are made with real cheddar and will appeal to consumers looking for meat alternatives. They will also offer retailers the opportunity to tap into the Big Night In Occasion, as well as the increasing popularity of convenience foods.
Heloise Le Norcy-Trott, Group Marketing & Category Director for Lactalis UK & Ireland, says: “With Seriously performing well in the market with double-digit value sales growth YOY, we wanted to continue to build on this success by introducing yet another exciting hot cheese product. With its Scottish heritage, provoking backstory and a proven track record for bringing successful new products to market, we believe that Seriously Nuggets will be a big hit with both consumers and retailers.
“In addition to the launch of Seriously Nuggets, we are also relaunching Seriously’s packaging design. The new look will not only unify the range, but also emphasize the great taste of our products by highlighting that they are all made with the same rich, characterful and tangy award-winning Seriously Cheddar. Both of these developments are part of a wider investment in the Seriously brand and we look forward to sharing more exciting news later in the year.”
Seriously, which is currently growing +16% value sales (YOY)[i], will have new packaging rolled out across its whole range throughout the year.
[i] IRI, YTD data w/e 24 April 2020
