ELIZABETH, NJ – Specialty food importer Atalanta shared that United Kingdom-based cheese maker Belton Farm initiated a rebrand for some of its top products.

The redesign for Belton Farm’s Red Fox aged Red Leicester, White Fox White Leicester and Smoked Red Fox products includes an upgraded packaging design. The company said packaging with more vibrant colors and an emphasis on its playful fox mascot are intended to widen the appeal of the cheeses.

Located in the UK countryside, Belton Farm is where the Beckett family has made award-winning cheeses since 1922. The company’s managing director, Justin Beckett, said its signature Red Fox has proven to be a popular option for consumers who are “seeking to extend their cheese repertoire beyond simply cheddar.”

He added: “Since its launch, Red Fox has added value, excitement and incremental sales to the cheese category, and our investment in refreshing the brand and enhancing its marketing support is set to reinforce this. We believe our new, more vibrant, colorful pack designs will retain our loyal Red Fox consumers and attract new, younger cheese lovers looking for a taste and texture sensation.”

Belton Farm is an exclusive Atalanta partner. The importer said the new Red Fox packs are scheduled to arrive at national and independent US retailers in May.