Lactalis revamps Seriously Cheese Nuggets with new name and recipe

Lactalis UK & Ireland has introduced a “new and improved” recipe and rebranded its Seriously Cheese Nuggets as Seriously Crispy Melts.

Originally launched during the summer of 2020, the hot cheese product now combined Seriously’s Scottish cheddar with mozzarella in a “light and crispy” rice-based coating, Lactalis said.

The reformulation offered a “meltier cheddar centre” and a “gooey texture for an irresistibly creamy bite”, the supplier added.

It was described as a “tasty snack or a convenient easy meal served with a side”.

“We are excited to be introducing a new look and recipe for this popular product,” said group marketing director for Lactalis UK & Ireland Héloïse Le Norcy-Trott.

“Our Seriously Crispy Melts strengthen both the Seriously portfolio, and our commitment to bringing NPD to the chiller aisle, while also encouraging Seriously brand fans to revisit a product they already know,” she added.

“The baking cheese category remains a key focus for us, as we aim to excite consumers with delicious new baking cheese products offering tasty and convenient meal-time solutions that save both time and effort.”

Seriously Crispy Melts are available from Waitrose, Morrisons and Ocado. Each pack contains six melts, which have a total weight of 150g and an rsp of £3.

Lactalis will be supporting the revamp with a marketing campaign on supermarket discount website Shopmium, offering 50% off the product in Waitrose, Morrisons and Ocado during February.