A new survey commissioned by Clawson Farms, makers of 1912 Artisan Stilton, reveals that two thirds of Brits who claim to 'hate' blue cheese have actually never tried it. The study of 2,000 adults shows that while nine in ten Brits love cheese, many—particularly Gen Z—are put off by Stilton's smell and appearance before tasting it.
Gen Z Avoids Stilton Despite Claiming Adventurousness
According to the survey, 39% of Brits do not venture beyond mild cheddar, a figure that rises to 60% among Gen Z. Although half of respondents consider themselves adventurous with food, they often stick to what they know. Gen Z claimed to be the most adventurous generation, yet 43% have never tasted Stilton, making them the least likely to try blue cheese. Among those who have never tried blue cheese, 41% blamed its smell, 40% said it looks unappealing, 32% dislike the mould element, and 31% think it seems too strong.
Campaign Encourages Tasting Before Judging
The research was part of the 'Will You Brave The Blue?' campaign at Wimbledon, which encouraged tennis enthusiasts to taste Stilton before forming an opinion. Bill Mathieson, managing director of Clawson Farms, 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. That's what our campaign is all about—challenging assumptions, encouraging curiosity and getting people to make up their own minds.'
Stilton Ranks as Most Popular Blue Cheese
Britain's most frequently eaten cheeses include mature cheddar, mozzarella, and Red Leicester. Stilton emerged as the most popular blue cheese, followed by Danish blue and Shropshire blue. While 51% of respondents said they would be prepared to sample adventurous foods like cheese paired with fruit (51%), sweet and savoury combinations (34%), and spicy sauces (33%), only 35% expressed willingness to try Stilton. Nevertheless, three quarters of those surveyed agreed that people ought to taste a food at least once before concluding they dislike it.
Strawberry and Stilton Pairing Challenges Perceptions
Visitors to Wimbledon were invited to ditch traditional strawberries and cream in favour of strawberries and blue cheese as part of the campaign. Mathieson added: '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 by this food combination. It was great to see many fall in love with a classic—and we hope people try a strawberries and blue cheese combination at home.'
Top 10 Most Eaten Cheeses in Britain
- Mature cheddar
- Mozzarella
- Mild cheddar
- Red Leicester
- Cream cheese (e.g. Philadelphia)
- Parmesan
- Brie
- Feta
- Halloumi
- Stilton
