Dairy crest "over the moon" with launch of new blended cheeses Dairy Crest has launched the first major brand of blended cheeses under the name "Over the Moon". Listings for the new product have been confirmed in Waitrose stores nationwide with Nisa & Jempsons following later this month . Over the Moon is the first brand of blended cheeses to enter the segment which until now has been dominated by retailer own label products.. Over the Moon aims to become the brand leader in the blended cheese segment within a year of launch. The Over the Moon range features classic combinations: Wensleydale & Cranberry, White Stilton & Apricot and Double Gloucester with Chive & Onion, as well as a brand new product: White Stilton & Lemon. The packaging, designed by award winning agency Ziggurat, features a distinctive, stylish design of a cow jumping over a crescent moon, with a serving suggestion for each variety on the back of pack. The launch of Over the Moon is supported by a wide-reaching PR campaign, managed by Haygarth, targeting both trade and consumer press. In addition, in-store sampling activity will be taking place to raise awareness of the new brand & drive trial. A continuous programme of NPD will ensure the range is regularly updated with new and seasonal blends. Richard Tolley, Marketing Director, comments: "This is a really exciting launch for the dairy industry as it is the first brand to enter this rapidly growing sector of the market. In addition to the existing winning combinations, Over the Moon is bringing new flavours into the category, which we hope will satisfy the existing blended cheese enthusiasts and attract new fans."         top