European dairy giant Arla Foods is repositioning its Apetina Mediterranean-style cheese brand as “the cheese to cook with”.
The Castello cheese and Lurpak butter owner said it has launched a global re-brand and campaign to “encourage consumers to cook with Apetina and have fun in the kitchen”.
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Arla said its Indian cheese brand Savera Paneer, has also been rebranded and added into the Apetina range.
Rebecca Holt, Arla’s UK brand manager for Apetina, said: “There is a huge opportunity for a brand to own the cooking cheese category and we believe Apetina can do it.”
Holt said the move will help “grow the cheese category by expanding out of the salad bowl and into the cooking pot”. “Our target audience have an inner desire to be more creative and we want to the brand to enable them to transform their meals.”
Apetina is currently sold in several European markets in addition to the UK plus the Middle East and North Africa region and Asia.
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By GlobalDataEarlier this year, Arla forecast its revenue would “grow significantly” in 2017 after seeing low global prices put pressure on its top line last year. The group said improved prices worldwide, as well as “continued growth” from its branded business, would lead to an improvement in revenue, although it did not put a figure on the growth rate it expects to see.
