Press Centre

Asda’s the big cheese with new festive flavours

Supermarket’s unusual Christmas Cheeses fly off the shelves

Over half of Asda customers are choosing to jazz up their cheeseboard this Christmas as sales of unusual festive flavours have soared by over 220 per cent and are outselling traditional cheeses such as Cheshire and Wensleydale which are being left on the shelves.

Asda polled 3,000 customers and discovered that over a third (33 per cent) are looking for new festive cheese flavours to try over the Christmas period. As a result, Asda introduced Wensleydale with Belgian Chocolate and Orange, White Stilton with Shirevale Irish Cream & Cranberry and Cheddar with Sage and Onion. These festive flavours have only been in-store since early December and are already proving to be a hit with cheese lovers up and down the country.

Other cheese trends show that over half of customers (54 per cent) are choosing to trade up from mild cheddars to mature, flavoursome cheeses to impress guests around the dinner table. And, whilst the nation still loves a sweet treat, over a quarter of customers (26 per cent) prefer the savoury taste of the cheeseboard to a traditional Christmas pud.

However, despite customer’s desire for new flavours, the festive Stilton remains the nation’s favourite with a 300 per cent sales uplift in the run up to the big day. This equates to over 100,000kgs as customers trade up to Asda’s Extra Special range and larger 1kg portion sizes to feed all those around the dinner table.

This year Asda has launched the first ever Extra Special Slate Cheeseboard (£10), complete with five cheeses on a stylish slate board – the perfect way to woo your guests for a fraction of the price of other retailers.

Alex Bradbury, Asda Cheese Buyer: “The cheeseboard has always been an indulgent way to finish off the Christmas meal. This year we’ve discovered that customers are keen to experiment with new flavours and as more and more Brits turn to the cheeseboard over Christmas dessert, we’ve made sure there’s something for everyone. Asda really is the big cheese this Christmas.”

Posted in Press Centre on 20 December 2010