Wyke Farms has taken its first venture into the organic dairy category with the launch of three organic cheddars.
The cheeses, in Mature, Vintage and Extra Mature variants, went on sale this week in Ocado at an introductory price of £2.25 each for a 280g block.
The range is the first to be brought to market by the British Organic Dairy Company, a joint venture between Wyke and organic dairy co-op Omsco, which was launched last year with the intention of becoming the “international organic cheese supplier of choice”.
Made using milk from cows “free to roam on lush pastures and enjoy a natural grass rich diet”, the new cheeses will roll out into other major supermarkets later in 2018 and into next year.
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There was “so much potential” for growth in organic cheese, which had previously undertraded compared to the wider organic market due to “supply chain issues, such as poor quality driving low repeat purchase, sporadic supply and a relatively costly supply chain”, Wyke said.
The alliance with Omsco brought together “quality and excellence in organic dairy production” from the world’s second-largest organic milk producer “combined with award-winning quality and knowledge from Wyke Farms” said MD Rich Clothier.
Launching the organic range was a “natural decision” that took advantage of “existing consumer recognition in the dairy aisle that our brand holds and meeting the needs of conscious consumers looking for organic products”, he added.
The launch follows a difficult period for Wyke, whose standard cheddar range has fallen victim to range rationalisation in the mults. The brand lost all three of its listings with Waitrose in June and was ditched by Sainsbury’s in the same month.
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