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Breaking the mould with Rosenborg Mild Blue

Press Release   •   Mar 12, 2003 12:57 GMT

ROSENBORG is set to tempt blue cheese virgins with the launch of a milder variety of Rosenborg Mild Blue, which has been specially developed to appeal to those shoppers who find traditional blue cheeses a bit too strong.

The new product was trailed in Safeway in March and will be launched nationwide this month. It will be supported by sampling and field marketing activities in store.

Rosenborg Mild Blue is a welcome addition to the Rosenborg portfolio, which also includes Traditional Danish Blue, an Extra Creamery variant, Extra
Creamy slices, Minicubes and Blue Brie.

Mick Evans, Rosenborg brand manager, believes that the introduction of Mild Blue will broaden the appeal of the Rosenborg brand and grow the
cheese category: "Our research shows that the main barrier to blue cheese is its strength and there is clearly a demand within the UK cheese market for
a subtle blue cheese, particularly among younger consumers. The new packaging has been designed with younger shoppers in mind," said Mick.

Rosenborg Mild Blue is easily recognisable on shelves in supermarkets with its distinctive silver and blue packaging and will be available from major food retailers across the UK.

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.