Cheese Buyer - May 2025

54 CLAWSON FARMS O ne of the most-loved joys of the speciality cheese world is the storytelling innate in our favourite cheeses, and this is something that Clawson Farms’ truckles range has in droves. Here, the worlds of time-honoured cheesemaking expertise and artistic innovation collide to create a selection of mouthwatering, familiar-yet- exciting and utterly moreish cheeses for all consumers to relish. An engaging range Key to the truckles’ success is their innate ability to add a sense of occasion to the everyday dishes that underpin customers’ home lives up and down the UK. Macaroni cheese transforms from a humdrum dish into a decadent delight with the addition of Truffle Seeker – an extra mature Cheddar with truffle and honey, helmed by Fred ‘Piggy’ Flaherty – while cheesecake gets the tropical treatment when boosted with Castaway, a flavour-packed take on traditional fruited Wensleydale with apricot and ginger, inspired by the travels of Castaway Jane. Elsewhere, Dorothea Dormouse reclines after treating herself to Dormouse’s Delight, an elegant combination of Wensleydale, elderflower and marmalade; and Big ‘Gunpowder’ Tom enjoys the punch of Oak Smoked Mature Cheddar, full-flavoured thanks for their premium flavour and character. For example, the truffle oil in Truffle Seeker was made in Italy, and the marmalade in Dormouse’s Delight from Seville oranges. This range brings a very thorough Britishness to cheese counters which appeals to both domestic and international audiences. With its whimsical characters, including a Vintage Cheddar-loving bulldog and a snoozing dormouse, created by a talented UK artist and each with their own distinct personalities corresponding with the tasting notes of their cheeses, the truckles offer an experience both familiar and exciting to cheesemongers and the customers they serve. Once a shopper has upgraded their favourite dish with a Clawson Farms truckle they’re sure to return time and again, and there’s plenty of support on offer to help Cheese Buyer readers optimise this opportunity. Marketing packs, including POS and the stories behind the cheeses and their characters, are available upon request to enquiries@clawsonfarms.co.uk and recipe suggestions are set to launch on the website this year. A perfectly curated range of moreish cheeses, made even more tempting with engaging stories and characters... no wonder Clawson Farms’ truckle range is flying off the shelves. that household economics are a bit wobbly at the moment, but customers are still investing in great quality products,” says Heather. “They’re more likely to buy a fantastic cheese for a dinner party than to go all-out on a meal at a restaurant,” which provides a valuable opportunity for retailers to cash in... and not just when it comes to the traditional ‘occasions’ such as Christmas, Easter and Mother’s Day. “Every day can be a chance to indulge – a special truckle can make a standard weekday meal into an occasion in itself, and our research has shown that people are looking for affordable luxuries to tell themselves, ‘I’mworth it’.” People also like to give truckles as gifts, says Heather, which retailers can capitalise on by upselling companion products such as chutney, cheese biscuits and wine. A very British opportunity Quality underpins all aspects of Clawson Farms’ truckles with ingredients meticulously selected to natural smoking from seasoned oak fires. Meanwhile, Captain Bulldog enjoys best-of-British Vintage Cheddar, full-flavoured with a subtle crunch; while the tastebuds of Randolph the Wizard are set alight with Red Leicester with Scotch Bonnet and Harissa, a perfectly balanced sweet-spicy experience. Familiarity meets adventure The range comfortably satisfies UK consumers’ appetite for familiar yet adventurous options for cheeseboards and beyond, says Heather Lewis, senior brand manager at Clawson Farms. “Our market research showed that there was a gap in the market for classic cheeses such as Cheddar, Red Leicester and Wensleydale with delicious new flavour combinations and eye-catching branding.” While the breadth of flavours in Clawson Farms’ truckles range is certainly tastebud-tempting, this innovation hasn’t come at the cost of quality. “We all know @specialityfood Every day can be a chance to indulge – a special truckle canmake a standardweekdaymeal into an occasion in itself, and our research has shown people are looking for affordable luxuries to tell themselves, ‘I’mworth it’ Add a sense of occasion to your cheese counter with Clawson Farms’ characterful range of flavour-packed truckles A TASTEOF ADVENTURE