Lactalis reinvents the cheese burger with Seriously NPD
Lactalis UK & Ireland has announced it is reinventing the cheese burger with its latest NPD Seriously Cheese Burgers on 27th July. The launch, which highlights the ‘big night in’ occasion in the hot cheese category, and provides consumers with a tasty vegetarian meat alternative.
Made with a combination of award-winning Scottish cheddar and mozzarella – to give it a melting cheesy centre – and coated in light and crispy breadcrumbs; Seriously Cheese Burgers are quick and easy to prepare, making them a simple meal solution. The new cheeseburgers are available in 180g packs containing two cheese patties, with an RRP of £3 and will be available in Waitrose now and Tesco from later in the year.
The core target consumers for Seriously Cheese Burgers are men and women aged 45+, with a secondary audience of busy over 20s who enjoy quick and tasty hot meal-time solutions. The launch of Seriously Cheese Burgers reaffirms Seriously’s ability to transform its extra mature cheddar into a variety of engaging cheese products.
Heloise Le Norcy-Trott, group marketing & category director for Lactalis UK & Ireland, says: “With Seriously’s heritage of great Scottish cheddar and our proven track record for bringing successful new products to market, we are confident that Seriously Cheese Burgers will be a big hit with consumers. And the timing couldn’t be better, with consumer awareness of Seriously as a brand they can depend on for great cheese products being boosted around the launch period by our new TV advertising campaign for the Seriously Spreadable range too.”
Insights behind the launch found that 2.5 billion beef burgers are consumed each year in the UK, and around 44% of consumers agree they want meat alternatives with the same nutritional benefits (source: Mintel) Currently vegetarian meals make up nearly a quarter (23%) of all main meals, yet research shows shoppers feel many options are lacking taste, and more than half (56%) of meat-free foods need additional flavourings to improve the taste (source: Mintel).