The Wensleydale Creamery, based in the heart of the Yorkshire Dales, is celebrating retail success, thanks to a new listing with Morrisons for its iconic Original Yorkshire Wensleydale, following a brand refresh.

The partnership brings together two passionate Yorkshire-based businesses in a celebration of quality and provenance.

The new listing will see the cheesemaker’s famous crumbly newly rebranded Original Yorkshire Wensleydale 320g pack on the shelves of 452 stores across the UK.

The Bradford-based retailer is amongst the first to see the refreshed Wensleydale Creamery branding on their shelves.

Featuring a bold and simple, yet distinctive, vibrant new design, the new look is intended to appeal to a younger consumer base, whilst still highlighting its strong heritage and provenance.

Andrew Thomas, cheese buyer at Morrisons, commented: “Our new listing with the Wensleydale Creamery brings home the true Yorkshire roots of Morrisons. Yorkshire Wensleydale cheese, handcrafted right in the heart of the Yorkshire Dales using local milk, is something that we are particularly passionate about. Our customers deserve the best quality products available on the market, and Yorkshire Wensleydale brings them just that – the quality is second to none.

“The rebrand played an important role in our decision to sell the cheese, and we’re excited for our customers to be able to get their hands on the new Yorkshire Wensleydale packs when they next visit our stores.”

Sandra Bell, marketing manager at Wensleydale Creamery, added: “To be adding Morrisons to the list of our retail stockists is absolutely brilliant – it’s a true Yorkshire partnership! This listing success truly reflects the quality of our products and brings our brand to a whole new set of customers.”