Abstract
Nine out of ten adults have eaten cheese in the past year - such is the British love affair with cheese. However, price competition is fierce amongst branded and own label alike, which hinders margin growth. Cheese now has an increasingly powerful "enemy" - its high fat content is vilified for being "unhealthy"by the media and Government, who emphasise the negative and not the positive aspects of cheese. Producers are increasingly imaginative in combating this, but they need to do more, more quickly, if they want to prevent stagnation in the market.
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