Wensleydale Creamery rebrands packaging as part of bid to modernise business

Set to be rolled out in retail stores across the UK throughout this month (October 2023), the cheesemaker has reimagined the packaging for three of its most popular products: Yorkshire Wensleydale (200g and 320g packs) and Yorkshire Wensleydale & Cranberries (180g).

The brand refresh was developed with younger shoppers in mind and aims to be bold and distinctive, while retaining a sense of pride over the brand’s heritage. The Wensleydale Creamery logo has also been reworked as part of the rebrand.

The quality and freshness of the cheesemaker’s products has been highlighted on the new packs, while its ‘handcrafted in Hawes using local milk’ slogan remains centre stage. The Wensleydale Creamery has official PGI (Protected Geographical Indication) status, which it obtained in 2013.

Based in the heart of the Yorkshire Dales, the creamery launched back in 1996 and now supplies major UK retailers, wholesalers, independent retailers, delis and farm shops, as well as the manufacturing and foodservice sector.

Chance to appeal to a new audience

Sandra Bell, the marketing manager at Wensleydale Creamery, described the rebrand as the start of an “exciting chapter​” for the business where it looks to add a modern twist to its products and identity.

“Here at Wensleydale Creamery we have an unrivalled history and provenance in cheesemaking which is something that really sets us apart from other brands​,” explained Bell.

“Whilst our heritage is extremely important to us, we also recognise the importance of adapting to different consumer preferences to appeal to a new generation of cheese enthusiasts.​

“We believe our new look will help us enhance our position to be the crumbly cheese of choice with consumers, whilst providing us with a distinctive on-shelf presence in the cheese market which will appeal to a younger demographic and the next generation of Yorkshire Wensleydale fans​.”

In other news, US ingredients giant Newly Weds Foods is set to be acquired in a deal worth £3.3bn.​​