KID ME NOT SAY ‘CHEESE!’ WITH NEW PRODUCT LAUNCH IN LONDON Friday 31 August 2007 PDF Print It was Loraine Makowski-Heaton’s love of goats and a desire to give a treat to people who are intolerant to cow’s milk products that led to the formation of Kid Me Not. When her baby daughter, Amy, developed eczema, she used goat's milk to help alleviate the condition. Within two weeks, Amy was totally clear. Now aged six years, Amy and her two-year-old brother, Joshua are fine so long as they don't have products containing cow's milk. But having to keep away from cow’s milk meant the children were missing out on treats such as ice cream, so Loraine started to experiment with different recipes, which have evolved into a family business. "Originally, the idea was to develop an ice cream, but the distribution costs made it too expensive,” explained Loraine. “Then at Christmas time, whilst fudge making with my mother, I thought of ‘Kid Me Not’. “We expected the business to grow gradually but it has really taken off and we have invested an awful lot of money in it. There are a lot of people out there that want out products.” Kid Me Not is underlining the versatility of goat’s milk by launching its first moulded soft cheese at the Speciality and Fine Food Fair in Olympia, London from September 2-4 on the Welsh Deli Showcase stand 938. More usually associated with its goat’s milk fudge and probiotic smoothies, the company has sought help from local cheese makers, Carmarthenshire Cheese Company, to develop the new products. The Brie-like soft cheese follows on from a mild and creamy goat’s cheese, which was successfully launched at the Royal Welsh Show in July. The cheeses have been developed using Carmarthenshire Cheese Company’s facilities at the Welsh Assembly Government funded Food Centre Wales at Horeb near Llandysul. Also due to be launched within the next couple of months are mature and blue cheeses. “The moulded soft cheese is made in the Brie style and has a lovely, clean taste,” said Kid Me Not founder, Loraine Makowski-Heaton. “The overall objective was to create cheeses, which would appeal to all ages and palates yet have all the benefits derived from fresh goat’s milk. She explained that the cheesemaking venture was prompted by growing customer demand and a desire to make good use of the milk produced by the company’s 170 milking goats at Ffynnongrech Farm, Talley, near Llandeilo. “We are absolutely delighted with the cheeses that have surpassed our expectations,” said Loraine, who runs the business in partnership with her husband Mike and parents, June and Sid Heaton. “Initial reaction and sales have confirmed we are on to a winner, which is down to Carmarthenshire Cheese Company’s staff and cheese technology and our high quality goat’s milk from our herd of mainly Anglo Nubian, Toggenburg and Saanen goats.” Kid Me Not’s new moulded soft and mild cheeses will be on display with the company’s popular range of goat’s milk fudge and probiotic yoghurt smoothies in the Welsh Deli Showcase Stand 938 under the Welsh Assembly Government’s True Taste banner at the Speciality and Fine Food Fair. “We will be using the fair to show the cheeses to our existing customers and also hopefully pick up new customers,” said Loraine. “It will also be a chance to promote our smoothies which were launched in January and have been very well received.” The company sells its fudge, cheeses and smoothies both to the trade and retail and via the internet at www.kidmenot.co.uk/store. The melt-in-your-mouth creamy fudge range includes natural, additive free flavours of plain, chocolate, mint, chocolate mint, coffee, orange, ginger, rum and raisin, Danzy Jones and Black Mountain liqueurs, chocolate orange, chocolate ginger and ginger and orange. The fudge, smoothies and cheese are supplied to independent delicatessens and health food shops and Kid Me Not also attend a large number of food festivals across the country. The fudge, which is made with goat’s milk and goat’s butter, is ideal for people who are cow’s milk intolerant or suffer with eczema or asthma. Kid Me Not is receiving marketing support from True Food Marketing, as part of an initiative designed to help Welsh speciality food and drink businesses to develop the UK market. Managed by Menter a Busnes, True Food Marketing is supported by the Welsh Assembly Government’s Food and Market Development Division and the European Union’s INTERREG IIIA programme. For more information contact Loraine Makowski-Heaton at Kid Me Not on 07703 294953 or 01558 685935, Bethan Jones, True Food Marketing project manager, on 07815 150376 or Duncan Foulkes, public relations consultant, on 01686 650818. -Ends- This press release was distributed by ResponseSource Press Release Wire on behalf of Total Food Marketing (Tru Marketing) in the following categories: Food & Drink, for more information visit http://pressreleasewire.responsesource.com/about.