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Arla 'uncovers' new cheeses for Christmas

Press Release   •  Oct 27, 2003 11:45 GMT

Arla Foods is set to refresh Christmas entertaining this year with the launch of a brand new line to complement the existing Discover.. range.

The Discover.. range, already the second biggest speciality cheese brand in the UK, will now boast the Discover.. Cheese Halo. Perfect for festive feasts or seasonal soirées the Discover.. Cheese Halo is available in three varieties, Pineapple, Fruit and Rum, and Orange.

Brand Manager, Mick Evans, said Christmas is an ideal time to expand the speciality cheese category:

"This category has been experiencing huge growth recently and by encouraging customers to experiment with new, stylish entertaining ideas over the festive season, we aim to broaden the brand's appeal. These new products offer fresh inspiration on how to use speciality cheese at what is traditionally a very busy time for most people.

"Increasingly as a nation we are becoming more adventurous in our choice of cheeses. The Discover.. range has been developed in response to consumer trends, that show that the British public has developed a more sophisticated palate."

First launched in Autumn 2000, the Discover.. range was re-launched this summer with a new brand identity and refreshed packaging. Other products in the range include Mezze To Go and Halloumi.

The Discover.. range of speciality cheese is priced from 99p and can be found at food retailers nationwide.

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.