[4] The company's brand name comes from the route known as Pilgrims' Way, which Hardisty drove down daily on his way to Wincanton.

[citation needed] The brand Pilgrims Choice was launched onto the retail market in 1999 as a pre-packaged cheese in its trademark black packaging.

[6] In September 2020, it was announced that Ornua would revamp Pilgrims Choice cheese blocks with a plastic-saving eco-friendly pack format.

[7][8] In July 2022, Pilgrims Choice launched a 10-second TV advertising campaign targeting gastronomes on Food Network, as well as Discovery+ and YouTube.

[11] In 2020, Ornua reported sales of Pilgrims Choice had grown by 25% in the past 52 weeks, outperforming the general category by 10%.