I Can't Believe it's Not Cheddar - What Is It?

geordie_joe

For a while now Morrisons have had an offer on I Can't Believe It's Not Cheddar, and every time I walk past it I wonder what it is?

What is it? I gather it's not cheddar, but it doesn't seem to have any ingredients on the packet.

ClaireLR

http://www.just-food.com/news/unilever-and-milk-link-partner-for-i-cant-believe-its-not-cheddar_id111866.aspx

Got me wondering so I googled what's the offer in Morrisons?

geordie_joe

ClaireLR wrote: »

http://www.just-food.com/news/unilever-and-milk-link-partner-for-i-cant-believe-its-not-cheddar_id111866.aspx

Got me wondering so I googled what's the offer in Morrisons?

I think it was half price, but I can't remember what the price was.

Thanks for the link, but I'm even more confused now. The article seems to indicate that it is a "special grade of cheddar " yet the label indicates that it is not cheddar.

As there are no ingredients on the packet I have to assume this is because the pack only contains one ingredient.

Either it's cheddar or it's not. If it is, I'm going to complain to the advertising people and get it's name changed to "I can't believe it's a special grade of cheddar"

I'm sure there are thousands of people on here who are allergic to cheddar cheese. They could die if they buy it thinking it's not cheddar and it turns out to be cheddar.

Vagildi

sounds more like an American processed cheese, ie not cheese

zenseeker

geordie_joe wrote: »

Either it's cheddar or it's not. If it is, I'm going to complain to the advertising people and get it's name changed to "I can't believe it's a special grade of cheddar"

It is Cheddar, but laws govern how Cheddar is made, and as this product doesn't contain enough fat, it can't claim to be called Cheddar.

So...

Working with Unilever and using the 'I Can't Believe It's Not' name allowed it to bypass rules that prevented lower-fat Cheddars being called Cheddar but still get the message across, said Renton. "We were looking for a way we could say it was a Cheddar but without saying it was."

http://www.thegrocer.co.uk/articles.aspx?page=articles&ID=211239

jenniewb

So basicly its fat reduced cheddar.

To joe-bloggs on the street, its still just cheese.

Haffiana

jenniewb wrote: »

So basicly its fat reduced cheddar.

To joe-bloggs on the street, its still just cheese.

Disagree. Since the I can't believe it's not butter product is a margerine made with oils chemically processed to be a semi-solid with colouring, flavouring and emulsifiers etc etc added, (who on earth eats that stuff?) I would expect this product to be a cheese substitute made with a similar collection of chemicals.

This joe-bloggs would expect it to be not cheese.

giraffe69

I'm sure there are thousands of people on here who are allergic to cheddar cheese. They could die if they buy it thinking it's not cheddar and it turns out to be cheddar.

I suspect that if you have an allergy to Cheddar which may result in death you won't be piling too many of these into your shopping trolley without doing a bit of checking! Still, nothing like a bit of overstatement.

geordie_joe

zenseeker wrote: »

It is Cheddar, but laws govern how Cheddar is made, and as this product doesn't contain enough fat, it can't claim to be called Cheddar.

Well I think it shouldn't claim/imply that it's not cheddar either.

jenniewb

Haffiana wrote: »

Disagree. Since the I can't believe it's not butter product is a margerine made with oils chemically processed to be a semi-solid with colouring, flavouring and emulsifiers etc etc added, (who on earth eats that stuff?) I would expect this product to be a cheese substitute made with a similar collection of chemicals.

This joe-bloggs would expect it to be not cheese.

I don't think joe-bloggs knows or even cares how his/her food is made and the end result, eg taste and price are what matters. If it looks like cheese and tastes like cheese, it is cheese.

And until today I had no real idea how cheese was made, I would have just assumed it was cheese all the same. I know many more like me

jcr16

i bought some just out of curiousity.

um it ok , but i won't buy it again. really lacking in taste and very rubbery texture. the kids liked it, but they do like any cheese in any shape or form, i prefer really strong, mature cheeses.

i think i'd prefer to buy a smaller block and enjoy it than a bigger cheaper block.