The Wensleydale Creamery rebrands iconic waxed truckle range

The launch of the Wensleydale Creamery’s Online Deli has been branded an “ongoing success”. Reacting to the temporary closure of its popular Visitor Centre, the business unveiled the Online Deli, which has allowed customers to order from the range of artisan cheeses, local produce and gifts direct to their door during lockdown. The company has reported record figures for its online mail service, with daily website sales higher than monthly sales in the same period last year. The mail order offering has also been expanded to feature weekly deli boxes, which include cheese and accompaniments for those looking to try something new every time.

Trish Cannon, Visitor Centre director at the Wensleydale Creamery, said, “Faced with the temporary closure of our popular Visitor Centre in March, we made it our aim to ensure all of our customers could get access to their favourite artisan cheese and locally sourced produce direct to their homes during the national lockdown. We had always planned to expand our Mail Order offering but the situation sped up our plans and investment, leading to the creation of an Online Deli.

“We’ve been overwhelmed by the positive response, and the sales figures speak for themselves, with daily sales matching monthly sales year on year. We have proven that by
listening to the needs of our customers, being innovative and willing to adapt to market conditions, our business can thrive even in demanding conditions.”

Following the success of the online store, the business has expanded the offerings available, including the addition of its rebranded range of waxed cheese truckles. Featuring a more contemporary look and new ‘The Original’ messaging, the packaging now also recognises the PGI status for Yorkshire Wensleydale. Festive classic cheeses will be launching later in the year, and will include the likes of Yorkshire Wensleydale Mince Pie. The Fountains Gold range, which includes Cheddar and territorial cheeses, is also new.

Marketing manager Sandra Bell added,  “We’re excited to be bringing our newly rebranded range of wax cheese truckles exclusively to independent retailers ahead of the peak Christmas sales period. The rebrand has been influenced by demand from shoppers of independents who are seeking out more premium artisan and handcrafted cheeses from brands with strong provenance and values.

“The Wensleydale Creamery’s signature cheeses are handcrafted using traditional methods, not mass-produced, and our new packaging celebrates our longstanding history of cheesemaking in the Yorkshire Dales. We have worked with a talented Yorkshire artist, Kate Morgan, to give the range a sense of place, illustrating the beautiful landscape farmed by the Dales farmers who supply milk to produce our award-winning cheese.

“As the home of creamy, crumbly Yorkshire Wensleydale cheese, which has Protected Geographical Indication (PGI) status, we’re incredibly proud of our originality and
cheesemaking heritage. This is prominent on the packaging, ensuring shelf stand out and highlighting the specialness of our cheese.”