Brits give mature cheese their un-feta’d attention

You cheddar believe it! Sales of mature cheeses are rocketing and new sales figures from Asda show that customers are increasingly seeking out mature and stronger cheeses.

For generations, the British palate has preferred milder flavours when it comes to cheese.  But in the past year, sales of Asda’s mature Cheddar have soared by staggering 49%. 

Cheese experts say that a British fondness for curry and other spicy foreign foods which now dominate our cuisine has trained British palates to liking stronger tasting foods.

The weak pound also means that British consumers are seeking out locally made cheese and regional British cheeses are enjoying a bigger sales upturn than their continental rivals. 

Cheddar is Asda’s bestselling cheese and they now sell an average of 115,000 blocks of Asda mature cheddar a week. 

In response to the growing demand for mature British cheeses, Asda has introduced a new mature cheddar to its Extra Special range. The Wookey Hole Cave Aged Mature Cheddar (£2.50, for 200g) is quintessentially British with an intensely rich, crumbly and earthy flavour.  Award-winning Wookey Hole is consistently named as one of the country’s finest cheeses and is launching in Asda just in time to be served up on Jubilee themed cheeseboards.

Rob Wiley, Asda’s cheese buyer said: “It’s great to see that customers are not treading Caerphilly when it comes to choosing strong cheeses.  Cheese eaters are becoming increasingly adventurous and a growing interest stronger flavours has provided a huge boost for sales of mature cheese.  No one can deny our products really are the cheese-knees.”