Tommy Joyce

Survey data shows most Britons enjoy cheese but many, especially Gen Z, avoid blue varieties such as Stilton due to their smell and appearance. Research commissioned by Clawson Farms highlights that many who claim to dislike blue cheese have never tried it. A Wimbledon campaign encouraged visitors to sample Stilton, with the company promoting unconventional pairings like strawberries and blue cheese. Findings reveal that while people view themselves as adventurous with food, few are willing to try Stilton despite generally supporting the idea of tasting foods before forming an opinion.