Norseland Limited, the UK’s leading blended cheese supplier, has today announced a return to its original name – The Ilchester Cheese Co.- reconnecting with its heritage and reaffirming its commitment to the local community and British cheesemaking.
The rebrand reflects the company’s deep roots in Somerset and its position as a category pioneer. From being the first to introduce flavoured cheese to the UK market in 1962 with its now-iconic Ilchester Beer Cheese, to producing some of the country’s best-loved brands such as Jarlsberg, Applewood and Mexicana, the business is proudly returning to the name that started it all.
“Our new-old name reflects who we’ve always been — rooted in Ilchester, proud of our legacy, and focused on the future,” said James Catchpole, Managing Director of The Ilchester Cheese Co. “We’re reconnecting with our community and proudly wearing our story on our sleeve.”
With a turnover of £45 million in 2024, The Ilchester Cheese Co. continues to be a key employer in Somerset, with a team of around 175 people across production and office-based roles.
The business is widely recognised as a trailblazer in the flavoured cheese category, which it continues to lead with a 17.9% value share (Kantar, 52 w/e 29/12/24). Its award-winning brands, Applewood and Mexicana, hold the #1 branded position in their respective segments — Smoky and Spicy cheeses (Kantar).
Beyond its own brands, the company also cuts, packs, and distributes Jarlsberg and other select cheeses from its parent company TINE Norway, with Jarlsberg enjoying +13% volume growth in 2024.
“We’re proud to be a company that not only leads the market in innovation but also supports the local economy and champions international partnerships,” added James.
The Ilchester Cheese Co.’s reach extends far beyond the UK, with exports to 20 international markets, including Canada, Australia, and countries across Europe and Asia. In 2025, it continues to invest in brand-building with new media campaigns and refreshed packaging for Applewood and Jarlsberg launching this May.
Despite its global footprint, the rebrand signals a stronger-than-ever commitment to its local identity — Ilchester isn’t just a name; it’s a community, a story, and a symbol of enduring excellence in cheese.
“This rebrand is a celebration of everything that’s made us who we are — our people, our place, and our passion for cheese,” said James “We’re not just changing a name, we’re deepening our roots.”
The Ilchester Cheese Co.new branding will be rolled out across trade materials, packaging and digital channels over the coming months.