Pilgrims Choice, the UK’s second-largest cheddar brand, has undergone a bold overhaul to sharpen its shelf presence and emphasise taste-driven appeal in 2025.
Why the Rebrand?
Owned by Ornua Foods UK—renowned for its deep consumer insight—Pilgrims Choice embarked on a “major Category and Consumer Insights project” earlier this year. The goal? Rejuvenate the brand and elevate its positioning from “conventional” to “disruptive” and flavour-forward.
A Fresh Design That Pops
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Black backdrop, vivid colours: The brand’s signature black packaging remains, now paired with lively accent hues that make each variant stand out in the fridge .
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Artful hand-drawn cheese imagery: Playful illustrations replace standard visuals to convey artisanal quality.
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“Punchy” product names: On-pack descriptors encourage exploration—inviting shoppers to try something new.
The result? A fresh, premium aesthetic designed to catch attention and connect emotionally with consumers.
Innovative Packaging: A 15% Plastic Cut
Beyond visuals, the packaging format has been upgraded:
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A new block format (90 × 140 mm) offers a user-friendly experience.
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Using 42‑micron film, this reduces plastic by 15%, supporting Ornua’s sustainability agenda while enhancing shelf appeal.
Brand Proposition: “For Me” & “Worth Paying More For”
Research indicates that the redesign increases differentiation and inspires consumer confidence. Shoppers perceive the packs as personalised (“For Me”) and premium (“Worth Paying More For”), boosting purchase intent.
“The introduction of our new distinctive and disruptive branding and packaging formats … will transform the cheese fixture by creating greater excitement and visual stimulation.”
-Nicola Blackmore‑Squires, Ornua Foods UK Marketing Director
A Strategic Growth Play
The refreshed packs are rolling out through May and June across the whole range. They form part of a broader 360° brand reset, which included the earlier launch of the “Inclusions” blended cheese line and will continue with integrated marketing—including ads, social media takeovers, and shopper activations—from September onwards .
Key Takeaways for Marketers & Designers
| What to Learn | Insights |
|---|---|
| Research‑led approach | Deep consumer understanding informs visuals and format choices. |
| Design with purpose | Packaging innovation enhances both brand appeal and sustainability. |
| Holistic brand activation | Rebrand is more than looks—supported by product launches and omnichannel campaigns. |
Pilgrims Choice’s 2025 makeover shows how smart packaging, coupled with strategic consumer insight, can rejuvenate a mature brand. By emphasizing sensory experience, eco-friendly materials, and visual drama, it nails the “flavour-first” positioning and primes for growth in a competitive category.
Have questions on how this approach could apply to your brand strategy? Grey n Black experts are just a message away.
