WALLACE and Gromit's favourite cheesemaker has signed a lucrative deal to promote Wensleydale cheese using the animated characters.
With a feature-length Wallace and Gromit film due for release, Wensleydale Creameries, which employs 170 people at its two factories in North Yorkshire, renewed its licence to promote its cheese using the dynamic duo.
David Hartley, managing director of Wensleydale Dairy Products, said: "We gained the licensing rights to Wallace and Gromit in 1996, in the early days of our management buyout from Dairycrest, and I can credit much of the creamery's present success to the initial deal with Aardman and the endearing popularity of this dynamic duo.
"Wensleydale and the animators have much in common. Both companies deal with artisanship in both animation and cheesemaking."
Wensleydale Creameries' visitor centre, in Hawes, attracts 200,000 visitors a year keen to taste Wallace's favourite cheese.
Sales director Phil Jones said: "The licence came up for renewal again because of the new film and we are looking forward to continuing our relationship with Aardman. It is an important part of our existence, and has been a massive opportunity for us to be involved with Wallace and Gromit."
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