EATLEAN CHEESE LAUNCHES IN SA AND PUTS CHEESE BACK ON THE MENU Having launched four years ago in the UK and since then in Spain, ‘eatlean’ cheese now hits select South African retailers in their attempt to put cheese back on the menu worldwide. What started with the original cheese maker, Joseph Heler, back in 1957, has since spanned three generations of family business and booming cheese trade in the UK. In 2015, George Heler, now at the forefront of the family-run enterprise, wanted to maintain the family cheese making skills and expertise but also match this to the future healthier demands of the cheese consumer. ’eatlean’ cheese was an opportunity not seen by anyone else – to make a cheese that is 100% natural, with higher protein and fewer calories. “Our first batch of cheese sold out straight away – so we quickly had to make more cheese –the feedback on social media told us we had something. It’s been non-stop for the last 4 years, with continuous development of the ‘eatlean’ brand.” Says Heler. Realizing that the demand for high-protein products was on the rise, matched with a growth in sales of low-fat products, ‘eatlean’ knew they could be a market leader and pioneer brand within this space. “eatlean is now seen as one of the leading healthier dairy brands – constantly challenging the big brands. More importantly, our consumers keep asking us for more innovation – so we must be doing something right.” Suitable for lactose intolerant consumers due to their cheese making process naturally removing the majority of lactose, with the exception of the ‘eatlean’ spreadable and with the same shelf-life as any other cheddar cheese, the ‘eatlean’ range is 100% natural. Set to launch in select stores in SHOPRITE and PICK n PAY this October, an initial range of six products is available under the brand to begin with. Based on the top sellers in the UK, be sure to check the retailers’ fridges for the ‘eatleanTasty’ cheese block as the more gourmet offering and the standard ‘eatlean’ cheese block for even less fat and more health benefits. ‘eatlean’ spreadable allows consumers the convenience they require to utilize the cheese in more of their healthier meal creations and is a great inclusion for children’s diets. It’s been a great 2019 for ‘eatlean’ with a host of international cheese awards recently won, the launch into the South African market and the founder says it won’t stop there, with a pipeline of new products under development and the confirmation that the ‘eatlean’ brand will be able to offer a wider range of healthier products down the line. “In SA, we expect the consumers to be very similar to the UK in their desire to create healthier meals, with 100% natural ingredients. We hope ‘eatlean’ will become one of their fridge essentials. ‘eatlean cheese is not designed to be the centre-piece of a cheese board at your dinner party. It has been created to allow people to keep cheese as part of their menu of meal solutions, when they are looking for heathier options.” – George Heler, founder.” ‘eatlean’ recently pre-launched to local food, health and lifestyle influencers and media at an interactive cook-off event hosted at The Chefs Studio, Cape Town. A huge thanks to the sponsors involved, including Jan Harmsgat wines, the Wings group, Scanpan, Willowcreek olive oil and Cape Herb and Spice. Launching in select stores from mid-October 2019, find more information on www.eatlean.co.za or via their newly-launched SA social pages @eatlean_sa Leave a Reply Cancel ReplyYou must be logged in to post a comment.