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19 August 2011

Collier’s Powerful Welsh Cheddar first at Foursquare

Collier’s Powerful Welsh Cheddar is the first cheese brand to exploit the location-based social network Foursquare.

Wales’ award-winning cheese brand enjoys strong customer loyalty and was one of the first cheese brands to embrace social media channels such as Twitter and Facebook to engage with its customers.

Foursquare allows users to share their location with friends by “checking in” to attractions, shops, restaurants and pubs via their mobile devices, and sharing “tips” or recommendations. They earn points for checking in and the highest number of “check ins” can lead to them being made the “Mayor” of the venue.

Collier’s Powerful Welsh Cheddar, which is made in North Wales, is urging its Foursquare friends to “check in” at top Welsh tourist venues to discover the Welsh heritage that inspired the award-winning cheese.

“We think it is important to have a two-way communication with our customers,” says Darren Gough, brand ambassador for Collier’s, "and word
of mouth is still the most powerful marketing tool."

Foursquare is essentially like word of mouth with people 'talking' via mobile phone and social media.

Says Darren, “I love using Twitter to keep in touch with what’s going on and have my say. And now we have another way to reach the people who are interested in our cheese when they are on the move.”

Visit Collier’s Powerful Welsh Cheddar on Foursquare at

Note to editors:
For more information, samples or pictures please contact Leigh Roberts on 01656 788336 or 07739 511466 or email

About Collier’s Powerful Welsh Cheddar

Former cricket international Darren Gough is the brand ambassador for Collier’s Powerful Welsh Cheddar. Darren is now a radio presenter on Talksport’s Drivetime show. He won Strictly Come Dancing in 2005 and went on to win two further Christmas specials.

Collier’s was launched in 2002

It is made at the Llandrynog Creamery in the Vale of Clwyd, Denbighshire, North Wales

Wales’ proud industrial heritage inspired the Collier’s brand. Its founder’s grandfather was a miner and like his colleagues often took cheddar cheese sandwiches down the mine for “snap” (lunch) in a tin box

Collier’s characteristics reflect the strengths of the coal miner: power, integrity and reliability.
Collier’s is a uniquely powerful cheddar with a long, deep character and savoury, yet slightly sweet taste. Unusually, it contains tantalising “crunchy bits” which are actually calcium lactate grains that develop during maturation and are evidence of the cheese’s high quality.
The old, traditional Welsh recipe is a closely guarded secret. Collier’s is matured for up to 20 months and is regularly and carefully graded throughout its development.

Awards include:
“Best Vintage Cheddar” International Cheese Awards 2007
“Best Welsh Cheddar” International Cheese Awards 2008
“Best Extra Mature Cheddar” International Cheese Awards 2009
“Best Welsh Cheddar” International Cheese Awards 2010
“Best Mature Cheddar” at the National Cheese Awards 2010

Collier’s Powerful Welsh Cheddar is available from Tesco, Asda, Co Op, Morrisons, Waitrose, Spar, Booths, Costcutter and independent retailers.

Collier’s is exported to USA and Australia.

The Collier’s range also includes Grated; and Collier’s Welsh Valleys Butter that is available in Tesco in Wales.

Fayrefield Foods, Englesea House, Barthomley Road, Crewe, CW1 5UF

This press release was distributed by ResponseSource Press Release Wire on behalf of Coleman Roberts Communications in the following categories: Food & Drink, for more information visit