Launched in the UK in 1972 by NZ-owned Anchor butter, and taken over by Arla during the 2000s, Anchor Cheddar is about to disappear from British supermarket shelves, despite having launched a £6 million advertising campaign in 2015.
Last year, sales fell 63 percent due to competition from rival brands Cathedral City and Pilgrims Choice. Additionally, retailers have been recently increasing their focus on own-label Cheddar alongside a market leader and a secondary brand, in a bid to simplify their offerings.
