Here's another couple images I've found: http://blog.thenickstevens.com/wp-content/uploads/2011/01/cheeseisle.jpg http://blog.thenickstevens.com/wp-content/uplo

Here's another couple images I've found: http://blog.thenickstevens.com/wp-content/uploads/2011/01/cheeseisle.jpg http://blog.thenickstevens.com/wp-content/uploads/2011/01/ch... http://www.flickr.com/photos/claire_waverly/4686708528/ http://www.flickr.com/photos/claire_waverly/4686708528/ I guess I have seen white cheddar, but most often mixed with the yellow/orange coloring people are familiar with. e.g. "cheddar jack": http://www.osceolacheese.com/catalog/images/hickory%20smoked%20cheddar%20jack.gif http://www.osceolacheese.com/catalog/images/hickory%20smoked... In any case I'd bet people associate white cheese more with mozzarella (pizza cheese, cheese stick/string cheese) than cheddar. Another cheddar product I associate with is Mac&Cheese. The gourmet cheese section/island is different! And I agree there's rarely coloured cheese. I suspect few shoppers who go straight to the Cheese Aisle (which is dominated by yellow cheddar/cheddar varieties) even know of its existence, even if they walk by it, let alone dare sample anything new/different/highly priced.