Discover, Arla Foods’ new brand of speciality cheese, has aroused UK consumer interest in speciality cheese.
“It all looks very promising,” says Mikael Horsbøll, Product Manager, UK Division. “The range has been well received by retailers and Discover products are listed in the large multiples".
Launched six months ago, the Discover range comprises 14 different speciality cheeses, e.g. mozzarella, cream cheese, emmental, havarti and various types of feta.
“UK consumers eat less speciality cheese than consumers in other European countries. To some extent, this is due to the fact that consumers find the market confusing. However, by gathering all speciality cheeses under one brand we’re making it easier for consumers," says Mikael Horsbøll.
The five feta varieties have proved particularly popular, especially feta with green and black olives. In June, the range will be extended by another two feta cheeses with herbs and red pepper.
The Discover range means that Arla Foods is now supplying Greek feta cheese to the UK market. One of the feta products in the Discover range is produced in Greece using sheep and goats’ cheese from Arla Foods’ Greek joint venture partner, Delta.