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Pilgrims Choice Megablock will be available from October in 300g, 350g, and 550g packs in shelf-ready packaging, which the brand said will help achieve a total packaging saving on 110 tonnes, with a reduction of 1,321 road miles and 1.75 tonnes of Co2.
The packs feature a “chunkier block shape making it easier for consumers to handle the cheese when cutting, grating, or slicing”, and include a “Same weight…40% Less Plastic” messaging.
The launch is being supported by a £3m marketing campaign including out-of-home advertising and digital and social media content.
Mike Harper, marketing director for brand owner Ornua Foods UK, said: “We set ourselves the challenge of creating a format that enabled us to pack the same amount of cheese, using less plastic, whilst improving the experience of consumers.
“In short, we wanted a packaging solution that was ‘Less Plastic More Fantastic’ and we believe the Megablock delivers on this. The creation of the Megablock epitomises Pilgrims Choice’s challenger brand mindset in our determination to drive forward the category through delivering innovative solutions to consumer needs.”
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