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Arla's Discover.. cheese brand extends its range

Press release   •   Jun 07, 2006 10:00 BST

Consumers are in for a summer of discovery as Arla's leading cheese brand Discover.. launches a raft of new products.

The new variants include Discover.. Halloumi Light, Discover.. Creamy Blue and Discover.. Creamy Blue Cubes and are available at retailers nationwide from June onwards.

Discover.. Halloumi Light is a lighter alternative to standard Halloumi and will attract shoppers looking for the taste of Halloumi without the calories. A healthy on-pack recipe will reinforce the health credentials.

Discover.. Creamy Blue has been developed as a creamy, milder alternative to other blue cheeses and will appeal to people looking to try blue cheese for the first time. Discover.. Creamy Blue Cubes are available in a herb and spice infused oil marinade, and will target people looking to use blue cheese in light meals, particularly salads and snacks, or as a tasty addition to more adventurous meals.

The Discover.. brand will benefit from significant marketing support in 2006 including an online campaign, recipe cards, extensive sampling, magazine and event sponsorship and consumer PR support.

Michael Evans, Discover.. brand manager says, "The extension of the Discover.. range will help meet the needs of contemporary consumers of cheese, with regards to convenience, innovation and inspiration. Each of the new additions has been vigorously tested with UK consumers, and we are confident each product will be a big success".

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.