Lactalis UK & Ireland is set to broaden its renowned Leerdammer brand into the dynamically growing adult snack sector.
The company has recently introduced Leerdammer Mini Cubes, designed to cater to contemporary sharing and grazing trends. This innovative cheese snack enables Lactalis to transition beyond traditional sandwich-style slices and tap into the impulse-buy market. This launch is a direct response to the increasing consumer preference for convenient, bite-sized, natural dairy snacks.
The cheese snack market is currently thriving across various UK grocery outlets, exhibiting a robust 13.3% annual growth in value. Packaged and portioned cheese products now rank as the fourth largest category within the overall cheese sector. With this positive trend, Lactalis is leveraging the strength of its premium, recognizable brand to enhance shelf presence.
Moreover, this new product line specifically caters to ABC1 adults and busy families in search of healthier food options. While cheddar has traditionally captured the UK market, it tends to have a more substantial nutritional profile. In contrast, Leerdammer provides a lighter choice, characterized by its signature mild and nutty flavor. This positions retailers to appeal to health-conscious consumers in search of natural options without artificial additives.
Héloïse Le Norcy-Trott, the group marketing director at Lactalis UK & Ireland, shared insights regarding this strategic expansion: “Cheese snacking is becoming an increasingly important part of the category, as shoppers look for products that balance convenience, quality and great taste. Leerdammer Mini Cubes bring our distinctive mild, nutty flavour into a new format designed for everyday grazing and sharing occasions.”
The 110g resealable packs were officially launched in Morrisons supermarkets starting from May 11. To ensure swift market penetration, Lactalis is making substantial investments in prominent point-of-sale displays. Special aisle fins and vibrant shelf signage aim to direct consumers straight to the new offerings. Consequently, the brand anticipates rapid consumer trials and the generation of lucrative incremental sales.