Arla Foods will relaunch its Mediterranean-style cheese brand Apetina to reposition it as the cheese to cook with.
The global campaign will include a new pack design and see the introduction of Savera paneer, the Indian cooking cheese, to the Apetina range.
Apetina brand manager Rebecca Holt said: “There is a huge opportunity for a brand to own the cooking cheese category and we believe Apetina can do it. The packaging has had a revolutionary redesign which gives great stand out on shelf.”
The design has new photography and includes tips on what each cheese can be cooked with to give consumers guidance and inspiration.
To support the rebranding, a media campaign will launch in the UK to highlight the versatility of Apetina. The project will include Facebook updates, activity on retailer ecommerce websites and recipe videos with a food vlogger.
“The Surprising Results campaign will grow the cooking cheese category by expanding out of the salad bowl and into the cooking pot,” said Holt. “Our target audience have an inner desire to be more creative and we want to the brand to enable them to transform their meals.”
Arla Foods is a global dairy company and cooperative owned by 12,000 dairy farmers, with around 2,500 of them British. With production facilities in 11 countries, it is the world’s fifth largest dairy company and largest supplier of organic dairy products. Its brands include Anchor, Lurpak and Castello.
As well as being a leading supplier of fresh milk, butter and cream, Arla is the UK’s largest cheese manufacturer. It has built the world’s largest fresh milk facility located at Aylesbury that later this year will become the first net zero carbon site of its kind.
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