Dreaming of a Private Brand Cheesy Christmas

This year, a different kind of cake is taking center stage at Christmas and New Year parties. The United Kingdom-based retailer Waitrose & Partners has seen searches on Waitrose.com for ‘tiered cheese cakes’ soar by 313% compared to last year.

Hosts are looking to add a wow-factor to their festive offerings by reimagining the traditional cheeseboard with their favorite cheese displayed as a show-stopping tiered cake. The trend gained popularity over the wedding season as an alternative to a sweet wedding cake and is now becoming popular for other celebratory occasions too.

In order to meet the growing demand for cheese cakes, Waitrose has introduced six new private brand additions to their range. As well as the existing Celebration Five-Tier Cheese Cake and Party Five-Tier Cheese Cake the new offerings include a Victoria Four-Tier Cheese Cake which includes a luxurious heart-shaped Godminster Cheddar and the Arabella Five-Tier Cheese Cake featuring a lemony Cornish Yarg.

Waitrose has also revealed that sales of Christmas cheese are up 100% compared to last year, as customers look to add a touch of festive magic to their after-dinner selections in the run-up to the big day.

Alice Shrubshall, cheese buyer at Waitrose & Partners comments “Over the festive season, cheese always proved popular with our customers, and our cheese cakes are a great way for them to inject some fun into their Christmas feasts and dazzle their diners.

They are a great talking point and are really versatile, so can work equally as well as the focal point on the Christmas dinner table or served with crackers at a New Year’s Eve party. We have even introduced some new additions to ensure we have plenty of options for shoppers to choose from.”

A selection of tiered cheese cakes are available to order from Waitrose & Partners now, priced from £20.

Previous articleThe Vertex Awards Add Agency of the Year Honor
Next articleTime is Running Out To Save on the Vertex Early Bird
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.