Expert's verdict:7/10
?The cheese had a lovely creamy texture as you would expect from a very mature cheddar. The pack looks traditional and gives the impression of being wrapped straight from the farm. The price is about right for this kind of product. I think it's an excellent cheese and the name is quirky, which gives the impression of trying to create a brand. The name itself works well with the cheese's Devon origins and should help to tempt consumers to try the product.
Nigel Ashton, category controller, Nisa-Today's
Consumer's verdict:8/10
?Tickler cheese is a very smooth-tasting tangy mature cheddar cheese with a slightly nutty aftertaste. It has a creamy texture and is firm to cut, with a slightly crumbly property. I thought it went well with apple and imagine it would be good on a cheese board with fruit or as part of a ploughman's lunch. I grated the cheese to use with a pasta dish and found it held its shape well and grated effectively without crumbling. Tickler is a very palatable mature cheese which I would be happy to buy in the supermarket.
Rob Lamb, art teacher, Sussex
A year down the line... Plum Baby Company: Plum Baby Launch price: £1.99 Today's price: £1.99 Acid test verdict: 4.5 stars
Plum Baby is listed in Tesco, Sainsbury's, Waitrose, Asda, Booths and Boots. Since launch the six-strong range has been supplemented by a further two options. A Stage Two range - aimed at seven months-plus is due to hit the shelves in June.
"Retail sales to end of February exceeded £2m, and one major customer believes that up to 80% of sales are incremental to the category. This means the brand is tapping the holy grail of the market:mums who normally shun prepared meals," said founder Susie Willis.
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