Rosenborg starts the year with a new look
Arla's Rosenborg Danish Blue range will start the New Year with a new look which hopes to turn round the current decline in the blue cheese market.
In its first major packaging makeover in years, Rosenborg now sports a new, contemporary logo, while new product development - from which Arla's Discover brand will also benefit - is set to increase sales.
The starting point of the packaging development was a major piece of focus group research on consumers' thoughts about blue cheese in general and Rosenborg in particular.
"Consumers said they wanted a more attractive, resealable pack to keep the smell of the cheese in the pack, not in the fridge," said Mick Evans, Rosenborg and Discover brand manager.
"They also thought that the original Rosenborg branding, which featured a castle, was gothic and old fashioned and they were very specific about the need for product details being more visible on the pack."
Mick explained research also revealed that the blue cheese market can be split into two distinct sections: cheese and biscuits, which is where Rosenborg fits in and cheese for cooking, which presents big opportunities for the Discover brand.
"We are therefore adopting a two pronged approach. We aim to stem the decline through the development of Rosenborg and then encourage growth through the Discover brand, which is the leading cooking cheese in the UK."
The newest addition to the range will be Rosenborg with Cranberry, which will be launched this February.
"Apart from at Christmas, when sales naturally peak, Rosenborg's primary consumer tends to be older men who enjoy the cheese with a glass of port in the evening and clearly see it as a taste to be savoured," Mick added.
"Our strategy is to make usage of Rosenborg more special and we hope that Rosenborg with Cranberry will enhance the experience and hopefully broaden the appeal to women."
In the spring, a range of creamy blue cheeses for cooking will be launched under the Discover brand, including salad cubes and crumbled.
Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.