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Collier’s great taste of Wales comes to Australia

 

Cheese lovers could be saying “Shwmae”* instead of “G’day” following the launch of Collier’s Powerful Welsh Cheddar across Australia.

For the first time the award-winning cheddar will be available in some 800 Coles stores in Queensland, New South Wales, Victoria, Tasmania, South Australia, Western Australia and the Northern Territory.

The UK’s most popular branded Welsh cheddar boasts a cabinet full of awards won for its unique flavour and last year it won Best Welsh Cheddar at the International Cheese Awards.

Collier’s is matured for up to 20 months and has a long, deep character and savoury, slightly sweet taste. Unusually it contains tantalising “crunchy bits” which are calcium lactate grains that develop naturally during maturation and are evidence of the cheese’s high quality.

The distinctive Collier’s brand was inspired by Wales’ proud industrial heritage, which appeals to Australians, explains Nick Hilton, the Managing Director of Fayrefield Foods, the company behind Collier’s Powerful Welsh Cheddar.

“There are of course well recognized links between Wales and Australia and we are sure Australian shoppers will appreciate a great taste of Wales from Collier’s.

“Welsh migrants travelled to work in copper and gold mines, and it is this sense of history – along with its great taste of course – which we think will make Collier’s very appealing to Australians.

“Collier’s characteristics reflect those of the miner: power, integrity and reliability and its iconic black packaging shows a miner’s face.

“Cheese was the favoured food for hard-working miners as it gave them the energy to endure long hours underground. So it seems fitting that we are is retracing the steps of Welsh colliers to bring Collier’s Powerful Welsh Cheddar to a new audience.”

 

*Shwmae is a colloquial form of Hi, how are you? in Welsh

Wales Australia Factfile
  • Some 25,000 Australian residents were born in Wales while 113,000 claim Welsh ancestry.
  • The first European colony in Australia was in New South Wales, believed to have got its name because it reminded an early settler of the South Wales coast.
  • Mass emigration from Wales to Australia got underway in the early 20th century with Victoria and New South Wales the most popular destinations.
  • New South Wales has Welsh place names like Cardiff, Swansea, Neath and Aberdare
  • Most emigrants were farmers, followed by miners
  • It is said up to 20 per cent of New South Wales residents claim Welsh ancestry
  • Mining brought significant numbers of Welsh settlers in the mid 19th century, attracted first by copper mines in South Australia in 1843 and gold in Victoria in the early 1850s.
  • Australian songstress Kylie Minogue and her sister Dannii are of Welsh descent – their mother was from Maesteg in South Wales

 

Collier's Cheddar - Collier’s Powerful Welsh Cheddar was created on firm principles, to deliver the finest quality cheddar cheese, with a distinctive, long and powerful taste on a consistent basis.

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