Lactalis UK & Ireland, has shared its predictions for cheese category growth in 2026, driven by a blend of everyday staples and added-value formats as shoppers balance affordability with indulgent, elevated choices. Based on the latest category data, the business has identified five key growth drivers for the year ahead.

Lactalis UK & Ireland is relaunching its successful Leerdammer TV campaign for 2026, backed by an investment of circa £1 million. The UK’s leading natural cheese slice brand will return to screens with its ‘Incognito’ creative from 12 January, running across TV and BVOD throughout January – February, before returning again in September.

Lactalis UK & Ireland has announced a significant new investment in its market-leading Président brand, launching a multi-million pound TV campaign designed to strengthen top-of-mind awareness and reinforce its association with the French Good Life and superior quality.