Lactalis UK & Ireland is claiming to have reinvented the cheese burger with the launch of its latest NPD – Seriously Cheese Burgers.
Aimed at tapping into the ‘big night in’ occasion in the hot cheese category, the new line provides consumers with a vegetarian meat alternative.
Made with a combination of Scottish cheddar and mozzarella, coated in breadcrumbs, Seriously Cheese Burgers are available in 180g packs containing two cheese patties, with an RRP of £3. They are currently rolling out in Waitrose and Tesco later in the year.
Heloise Le Norcy-Trott, Group Marketing & Category Director for Lactalis UK & Ireland, said: “With Seriously’s heritage of great Scottish cheddar and our proven track record for bringing successful new products to market, we are confident that Seriously Cheese Burgers will be a big hit with consumers. And the timing couldn’t be better, with consumer awareness of Seriously as a brand they can depend on for great cheese products being boosted around the launch period by our new TV advertising campaign for the Seriously Spreadable range too!”
NAM Implications:
- This advance notice gives rivals an opportunity to assess the extent to which this new ‘Cheese Burger’ is likely to impact the category….
- …and perhaps take steps to minimise.
- Either way, an opportunity to take a fresh look.
