Stilton cheesemakers challenge perceptions with taste test at Wimbledon championships

Stilton cheesemakers challenged tennis fans at Wimbledon to taste test their product in response to new research which found that two-thirds of British people ‘hate’ blue cheese despite never having tried it.

Representatives of Clawson Farms, based at Long Clawson, paired Stilton with strawberries and the experience proved a smash with many who tried the cheese for the first time while visiting the world renowned championships.

Members of the public try blue cheese and strawberries at Wimbledon as part of a campaign by Clawson Farms, following research revealed two thirds of Brits who have never tried blue cheese say they “hate” it. Participants were challenged to taste before deciding whether they loved it or loathed it.

placeholder image — Members of the public try blue cheese and strawberries at Wimbledon as part of a campaign by Clawson Farms, following research revealed two thirds of Brits who have never tried blue cheese say they “hate” it. Participants were challenged to taste before deciding whether they loved it or loathed it.

The research team asked taste testers to hold up a tennis racket to signify if they ‘loved it’ or ‘loathed it’ in relation to the Stilton.

Bill Mathieson, managing director of Clawson Farms, commented: “With our strawberry and Stilton combination, we wanted to challenge perceptions and get people tasting before judging. 

Blue cheese and strawberries at Wimbledon tasted tested by members of the public as part of a campaign by Clawson Farms

“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.” 

Clawson Farms, which produces the award-winning 1912 Artisan Stilton, previously found in their research that 89 per cent of people surveyed enjoyed cheese but that 39 per cent don’t venture beyond a mild cheddar, increasing to 60 per cent of Gen Zs (a demographic of people born between 1997 and 2012).

Findings also showed 50 per cent said they like to think they’re adventurous with food, but often just stick to what they know. 

Gen Z claimed to be the most adventurous of all generations but were the least likely to have a bit of Stilton – with 43 per cent having never tried it. 

Of those surveyed who’ve never tried blue cheese, 41 per cent blamed it on its smell. 

And 40 per cent said it looks too unappealing, 32 per cent don’t like the mould element and 31 per cent say it seems too strong. 

Mr Mathieson added: “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, Will You Brave The Blue?, is all about – challenging assumptions, encouraging curiosity and getting people to make up their own minds.”