Ornua Foods UK brand Pilgrims Choice revamps packaging with vibrant color palette, hand-drawn cheese illustrations, 'punchy' product descriptions; brand also launches new block format that provides 15% reduction in plastic compared with current packaging

May 20, 2025 (Grocer) –

Pilgrims Choice has introduced revamped pack designs and complementary packaging formats.

The new look, which is being phased in across the entire Pilgrims Choice range during May and June, has been designed to deliver “massive standout on shelf”.

It would elevate the brand, the consumer experience and the overall cheese fixture, it said.

The on-pack branding has retained its black background and logo, but with the added use of a vibrant colour palette.

It also includes hand-drawn cheese illustrations and “punchy” on-pack product descriptors, which give the brand a “modern, premium look”.

Pilgrims Choice has also launched a new block format (90mmx140mm) to be more impactful and user-friendly, as well as providing a 15% reduction in plastic compared with the current packaging.

“Our new-look packs are in line with our brand mission of inspiring shoppers to go beyond the norm and use cheese in new and different ways– because life tastes good when you do it your way,” said Nicola Blackmore-Squires , Ornua Foods UK marketing director. “The new packs will move the brand away from the conventional to help consumers explore, experiment and discover that there is nothing more freeing and enlivening than daring to live a life full of flavour.”

Brand owner Ornua Foods UK carried out consumer research that revealed it was easier for consumers to shop and differentiated the range from other options within the category. Consumers also said that the product was worth paying more for.

“The introduction of our new distinctive and disruptive branding and packaging formats has been informed by a major category and consumer insights project to ensure we understand the role we play for our retailer partners and consumers as continue to grow the brand,” said Blackmore-Squires. “The new packs are made for standout on shelf and are set to transform the cheese fixture by creating greater excitement and visual stimulation.”

The launch of the new packs follows the introduction of the Pilgrims Choice Inclusions range and is part of a brand reset in a move away from conventional cheese lines into “the direction of discovery and delicious possibilities”.

Form September, the brand will run a 360-degree marketing campaign across advertising, social media and shopper activations.