Arla Foods is currently launching a new range of sliced cheese in Germany. While sales of firm cheese from supermarkets’ delicatessen counters and of pre-packed cheese have fallen, sales of sliced cheese in packs have seen a strong increase in recent years.
As sliced cheese is becoming increasingly popular across Europe, the new Arla range is designed to be launched in other countries. Some of the product descriptions, for instance, have been prepared in German, Dutch and Spanish.
The range currently comprises five varieties: esrom, havarti and three types of Dofino, i.e. a creamy havarti with dill, chives and tomato/basil/garlic. The esrom and havarti varieties were launched in the first week of January and the three types of Dofino will follow in the first week of February. All five varieties will be produced at Nr. Vium Dairy.
“So far we’ve had positive feedback from retailers, particularly because we explain the history of the products and the fact that the packs are resealable,” says Product Manager Rolf Winkeler, Arla Foods Germany. Winkeler expects more varieties to be launched during the year.
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