Elizabeth, N.J.-based Belton Farm, an exclusive Atalanta partner, has launched a re-brand of one of their bestselling products, Red Fox aged Red Leicester, their White Fox White Leicester and Smoked Red Fox. 

Central to the redesign is more eye-catching packaging, featuring a vibrant color palette and greater emphasis on the brand’s playful fox to widen the products’ appeal. The Red Fox name is intentional, referring to the weather vane that has stood aloft Belton Farm since 1815. At the same time, a fox was a fitting mascot as the animal has served as the key symbol of Leicester and Leicestershire for centuries, perfect for a Red Leicester cheese.

Justin Beckett, managing director of Belton Farm, says: “As the leading brand of Red Leicester, Red Fox has always been the essential signpost on the cheese fixture for consumers seeking to extend their cheese repertoire beyond simply Cheddar. Since its launch, Red Fox has added value, excitement, and incremental sales to the cheese category, and our investment in refreshing the brand and enhancing its marketing support is set to reinforce this. We believe our new, more vibrant, colorful pack designs will retain our loyal Red Fox consumers and attract new, younger cheese lovers looking for a taste and texture sensation.”

The new look on Red Fox packs and shelf-ready packaging will debut in leading national and independent retailers in May.