Wyke Farms, one of the UK’s largest independent cheese producers and milk processors, has launched a newly designed branding for their export range of cheese.
Currently trading in over 160 countries world wide, Wyke Farms will now be clearly communicating their British premium luxury offering globally.
George Eustice MP will be visiting the Wyke Farms stand today (Monday 12th) at Anuga to see the new export range from the company.
The entire range of Wyke Farms cheddar for export trade will now be presented in new packaging that uses state of the art material with strong 'British' messaging. The offering is the first bespoke cheddar range developed specifically for the export market and the packaging attributes are unlike anything seen before within the dairy category. Products from Britain are increasingly growing in popularity, especially across Asia and France where the Union Jack flag is being used as a fashion accessory. This trend is reflected in Wyke Farms' export sales with October set to be a record-breaking month for the company as they export in excess of 300 tons of cheddar to over 160 countries worldwide.
Each pack of cheddar is now wrapped in a thicker film for a more premium positioning. The brands '100% Green' logo has moved to a more prominent front of pack and Daisy, the iconic Wyke Farms cow keeps pride of place centrally within the refined logo. An 'award winning cheese' icon has also been added to help communicate the brands 'quality' credentials.
Darker, more premium colours have been used giving the packs a stronger on shelf presence. The tactile inks were developed especially for Wyke Farms by Wipak Packaging for haptic quality through a parchment feel print finish. The finished product moves the brand positioning more towards craft, artisan and rustic by better showcasing their history.
The target for the brand re-launch is to achieve a 4-fold increase in sales in just 12 months.
Wyke Farms managing director Rich Clothier said: "We are trading in more regions than ever before and witnessing an ever growing support for 'British'. I am confident that we can achieve a 4-fold increase simply by conveying our British credentials more clearly on pack; such is the strength of the associations of quality and premium attached to British produce.
"In all of the key growth regions such as China, India and Japan, British products are instantly recognised as being of the highest quality and are therefore sought after."
In September of this year Wyke Farms were announced as the UK"s National Champion in the Environmental & Corporate Sustainability category of 2015/16 European Business Awards, they will now go on to represent the UK in the next phase of the awards.
Wyke Farms has been producing its award-winning cheddar for over a century and has grown to become one of the largest family-owned cheese makers in Britain selling over 13,000 tonnes annually.
