Lactalis UK & Ireland has announced its latest product offering, Seriously Cheese Burgers, set to reinvent the classic cheeseburger. This launch, targeting the “big night in” occasion within the hot cheese category, provides consumers with a delicious vegetarian meat alternative. Made with a fusion of award-winning Scottish cheddar and mozzarella, which gives them a delectably gooey center, these cheese burgers are coated in light and crispy breadcrumbs. With a preparation time that is quick and easy, Seriously Cheese Burgers offer a simple meal solution for busy individuals.
These new cheeseburgers are conveniently available in 180g packs, containing two cheese patties, at an RRP of £3. Initially, they will be exclusively sold at Waitrose, with Tesco joining the list of stockists later in the year. The key target audience for Seriously Cheese Burgers comprises men and women aged 45+, while busy individuals above the age of 20, who appreciate quick and flavorsome hot meal options, serve as a secondary audience. This launch further demonstrates Seriously’s versatility in harnessing their extra mature cheddar to create an array of engaging cheese products.
Heloise Le Norcy-Trott, the Group Marketing & Category Director for Lactalis UK & Ireland, expresses confidence in the success of Seriously Cheese Burgers, given the brand’s heritage of exceptional Scottish cheddar and proven track record in bringing new products to market. The timing of this launch dovetails perfectly, as consumer awareness of Seriously as a dependable brand for high-quality cheese products will be amplified through a concurrent TV advertising campaign for the Seriously Spreadable range.
Insights behind the introduction of Seriously Cheese Burgers reveal that British consumers consume an astonishing 2.5 billion beef burgers annually, with approximately 44% expressing a desire for meat alternatives offering similar nutritional benefits (source: Mintel). While vegetarian meals constitute nearly a quarter (23%) of all main meals, consumer feedback suggests that many options lack flavor, resulting in more than half (56%) of meat-free food requiring additional seasonings to enhance taste (source: Mintel).
For related content from Lactalis UK & Ireland, please visit their website at https://www.foodanddrinktechnology.com/news/48677/lactalis-reinvents-the-cheese-burger-with-seriously-npd/(https://www.lactalis.com/).
