The Raft creates Red Fox brand for crunchy cheese

Red Fox – a Red Leicester made by Belton Cheese – has a “hint of ‘crunch” that is created by the formation of calcium crystals as the cheese matures, according to the Shropshire company.

The Raft was appointed to create a unique brand with broad appeal that stands out in an already crowded marketplace.

The cheese has since secured a listing in Morrisons and was launched nationwide in July.

Justin Beckett, managing director of Belton Cheese, said: “Launching a new, branded cheese at a time when family incomes are being squeezed and recognisable brands are doing so well is challenging.

“What we needed, therefore, was a brand which would fit well with our organisation but which stood out to customers looking to treat themselves to affordable luxuries in the current climate. This cheese offers consumers a real point of difference and does just that.

“The Raft has produced a brand that does just that with Red Fox, which we believe captures both the spirit of Red Leicester, and the unexpected cunning of a smooth yet crunchy cheese.”