A new survey reveals that two-thirds of Britons say they dislike blue cheese, even though many have never actually tasted it. The study of 2,000 adults, commissioned by Clawson Farms, found that 39% of cheese-loving Brits never venture beyond mild cheddar, with the figure rising to 60% among Generation Z.
Gen Z Claim Adventure but Shun Stilton
Despite describing themselves as the most adventurous generation when it comes to food, Gen Z respondents were the least likely to have sampled Stilton. 43% of Gen Z admitted they had never tried blue cheese. Among those who have never tasted it, 41% cited its strong aroma as the reason, while 40% found it visually unappealing. Additionally, 32% were put off by the mould, and 31% believed it would be too overpowering.
Campaign Encourages Tasting Before Judging
The research was conducted as part of Clawson Farms' "Will You Brave The Blue?" campaign, which invited tennis fans at Wimbledon to try a strawberry and Stilton combination. Bill Mathieson, managing director of the cheese brand, said: "People are incredibly adventurous with food today - they're trying flavours from every corner of the world and actively seeking out bold taste experiences. Yet when it comes to the original British bold flavour of Stilton, many people have already decided they don't like it before they've even tasted it." He added: "That's what our campaign is all about – challenging assumptions, encouraging curiosity and getting people to make up their own minds."
Britain's Most Eaten Cheeses
The survey also identified the nation's most frequently consumed cheeses: mature cheddar tops the list, followed by mozzarella, mild cheddar, Red Leicester, cream cheese, Parmesan, Brie, Feta, halloumi, and Stilton. While 51% of respondents said they would try more adventurous foods like fruit-infused cheese (51%), sweet and salty combinations (34%), and spicy sauces (33%), only 35% were willing to try Stilton.
Wimbledon Visitors Swap Strawberries for Stilton
Despite the hesitation, three-quarters of those surveyed agreed that people should taste something at least once before deciding they dislike it. At Wimbledon, Clawson Farms encouraged visitors to replace traditional strawberries and cream with strawberries and blue cheese. Mathieson commented: "With our strawberry and Stilton combination, we wanted to challenge perceptions and get people tasting before judging. And it's fair to say many were pleasantly surprised." The campaign aims to inspire people to try the combination at home and reconsider their aversion to blue cheese.
