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DKK 12 million promotion of speciality cheese in the UK

Press Release   •   Jul 22, 2004 14:37 CEST

Discover is the joint brand name for a range of speciality cheese from Arla Foods UK plc. The range is currently enjoying substantial success in the UK market Now even more UK consumers are being persuaded to discover Discover...

The continually expanding UK cheese market last year recorded 5% growth. Traditionally dominated by Cheddar, further growth must, by necessity, occur within speciality cheese and this is where the Discover range comes into play.

Launched in 2000, Discover comprises feta in cubes and in salads as well as mozzarella and cheese types inspired by Middle Eastern cooking. The brand was relaunched in more consumer-friendly packaging and versions in 2003.

“UK consumers rarely cook from scratch, but look for easy-to-use products,” explains Brand Manager Michael Evans.

Since its relaunch, sales of Discover have risen by 50%, outselling its nearest rival feta brand by a factor of 5 to 1. This figure, however, does not include the UK multiples’ own label.
Major marketing campaign

Last month, Discover launched its own website: www.discover-lover.co.uk and in July, the first TV commercial for Discover appeared on national TV. The intended target group is the 25-45 year-olds who enjoy experimenting with cheese.

The Discover campaign has a budget of approx. DKK 12 million for the next 12 months, i.e. corresponding to Arla Foods’ sponsorship of Denmark’s national football team. The campaign comprises a roadshow to selected ASDA supermarkets and participation in BBC’s Good Food Show in Birmingham in November and the Festive Good Food Show in London in December.

“The campaign is intended to increase the market’s awareness of the brand,” says Michael Evans. “We want to provide consumers with new inspiration in their daily lives and show that we offer some convenient solutions. Besides this, we plan to continue to develop the Discover range by rolling out four new products a year. We, therefore, monitor consumer wishes and requirements in great detail.”