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Advances for Arla Foods brands in the US

Press Release   •  Oct 31, 2002 12:37 CET

Arla Foods' cheese brands gain ground in US.

Retail sales of Arla Foods' cheese brands, Rosenborg and Dofino, in the US have increased significantly over the past year, shows a survey from AC Nielsen, the market analyst.

According to AC Nielsen, sales of Rosenborg mould cheese have risen by 35 % making it the third fastest growing brand within the speciality cheese and imported products category.

The increase means that approximately 66% of Arla Foods' annual exports of mould cheese to the American market is sold under the Rosenborg brand. Over the past 12 months, sales of this cheese type amounted to 1,600 tonnes.

Arla Foods' locally produced Havarti, which is sold under the Dofino brand, is also showing progress with sales in retail packs rising by 57 %. Dofino now accounts for one third of the US market for Havarti in retail packs.



"We've invested considerable effort in converting bulk sales to more profitable sales of added value products in retail packs," said Marketing Manager Jens Kaufmann, Arla Foods, USA. "The aim is to create increased consumer demand for our brands and therefore to strengthen the value of the brand. The fact that we operate a number of strong brands will generate further interest from customers. At the same time it will be easier to sell the products when customers purchase more than one product from the range."

In the US the Rosenborg range (in Scandinavia known under the Høng brand) comprises eight products with a further variety in the pipeline. From the end of October, Rosenborg Noble Blue will be launched in the shops. Last year Arla Foods' exported more than 10,000 tons to theAmerican market.