Yorkshire cheese rebranded in honour of Tour de France

The award-winning blue cheese, which the artisan company has been producing for 20 years, was given its new French title to mark the world famous race’s Le Grande Depart next month.

Shepherd’s Purse decide to honour the event after attending last year’s handover ceremony at the end of last year’s cycle race on the Champs –Élysées in Paris.

Director Caroline Bell said:  "We wanted to do something to both promote one of our hero products and also recognise the compliment paid to us by the French guests we met last year. The guests confessed to us that they had a pre-conceived idea of British cheese as hard, like cheddar or stilton, and that they were blown away by our Continental-style cheeses.

"We felt like this would be something fun to do to raise awareness of Yorkshire Blue and celebrate the great sporting event taking place in our region this summer. We came up with the concept as a collaborative effort with our design partners, Robot Food."

The specially-produced packs of Le Yorkshire Bleu feature a picture of a slimmed-down cow, wearing the Tour’s yellow jersey, a beret and moustache. The limited edition cheese will be sold in independent shops and at supermarkets including Waitrose, Booths, Sainsbury’s, Morrison’s and Tesco.

The blue cheese has scooped a number of awards since its launch in 2004, including Champion Blue Cheese in show at Nantwich International Cheese Awards, and a number of World and British cheese titles.

Published: 26 June 2014

Article by BQ News
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