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Rediscover Discover..

Press Release   •   Dec 15, 2003 11:17 GMT

Followings its relaunch in May this year, with a new pack design and new brand positioning, Discover.. sales have increased 37% according to latest market figures.

"We have successfully targeted Discover.. as the cheese brand to meet the needs of the modern consumer, based on offering inspiration and convenience. We have also encouraged consumers to be more confident in the way they use cheese and all of this is reflected in the packaging design and communication," explained Michael Evans, brand manager for Discover.. and Rosenberg.

"Discover..has proved popular with retailers with listings in all of them," he added.

New products that were introduced in May include Halloumi, Mild Goats Cheese and Soft Cheese Halos and further new product launches are planned for next spring.

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.