Shropshire cheesemaker Belton’s award-winning Red and White Fox to be sold by Waitrose

Belton Farm, based on the A41 near Wrexham Road, Whitchurch, is set to re-launch and re-invigorate its range of award-winning Red and White Fox branded cheese.

The cheeses will initially appear in 200 Waitrose stores nationwide this week.

Listings for Red and White Fox in other major stores have been secured for the autumn.

Based upon aged Red and White Leicester cheese recipes, the ‘Foxes’ are famed for their distinctive taste and texture.

Both will appear in new pack designs and they will also benefit from focused in-store promotional support, social media marketing campaigns and a programme of extensive consumer sampling.

Justin Beckett, Belton Farm’s managing director said: “At Belton Farm we recognise that we need to engage with a new generation of discerning cheese buyers and that we need to promote, position and package cheese in a more relevant and stimulating way.

"The Fox family are Belton Farm’s distinctive take on ‘Modern British’ cheese and we strongly believe that both Red and White Fox can champion the territorial segment of the category by bringing excitement and widening the repertoire of our consumers.”

Both Red Fox and White Fox will officially launch at the Nantwich International Cheese Awards being held this week and will be a highlight of Belton Farm’s stand.

This year the International Cheese Awards celebrates its 120th anniversary and continues to get bigger each year.

A record entry of 5,686 cheese and dairy products from countries around the world will be at the International Cheese Awards, part of Nantwich Show, all entered in the hope of winning some top awards.

As well as entries from Shropshire, there will be cheeses from Japan, Australia, New Zealand, Ukraine, Lithuania, USA, Canada and every European country.

This year organisers have also increased the size of the cheese pavilion by 4,225 square feet to accommodate record numbers of trade exhibitors.

Companies in Shropshire and near the county border have enjoyed success in previous years with Belton Cheese in Whitchurch, Appleby’s Cheese in Prees, and Reeces in Maplas all taking home a variety of trophies at previous shows.

More than 30,000 visitors are expected to attend the Nantwich and South Cheshire Show today..

For more information, go to www.nantwichshow.co.uk