The polyethylene closure system, called Easy-Lock, is made of self-mating micro-hooks. Aplix said that consumed find it easy to use and the pack helps reduce food waste by keeping products fresher for longer.
'Innovation'
Aplix UK managing director Caine Folkes-Miller saaid: "We're very excited to be part of the world's first branded block cheese launch using our Aplix technology with Anchor Cheddar. Aplix Easy-Lock has won multiple awards for innovation in both Europe and the US. The technology enhances Aplix hook technology to provide key benefits for ease of use for the whole range of consumers (both young and senior).
"Having a 100% record as the preferred choice in consumer tests, Easy-Lock requires no precise alignment, punches through any contamination in the closure and is an intuitive system.? Uniquely for a reclose system, Easy-Lock has sensory benefits with many associating it with the same tactile satisfaction as bubble wrap. In a nut shell; it is not fiddly and consumers actually enjoy using it, making it the perfect solution for the new Anchor Cheddar range."
Anchor Cheddar brand manager Diane Wright added: "The Anchor brand benefits from an incredibly loyal following thanks to the fact it not only delivers high quality products, but because it creates an emotional connection between consumers and their food moments.
"Anchor Butter is already the third largest BSM brand in the UK worth £104m and with the addition of cheddar to the portfolio and its solid base of consumers, Anchor Cheddar has the opportunity to harness these strengths to grow the brand even further still."
