New packaging for Emmental range

September 30th, 2008

Continental cheese brand Président is unveiling a new look for its Emmental range, the Lactalis McLelland group, which owns the brand, has revealed.

The distinctive new packaging focuses on the unique taste of the cheese and champions the ‘heart of the wheel’ point of difference message, Lactalis said.

The changes to the packaging do not stop at the artwork, with the design intended to look more like a wax paper wrapping. Lactalis says the new packaging gives the cheese a premium feel and quality while still associating it with everyday usage.

Justin Alblas, marketing manager for Président, commented: "The new packaging has greater standout on the shelf and fits into the premium Président brand values and positioning.

"Président Emmental is the best selling emmental in the UK and with this new look, we hope to further grow market share."

The Président Emmental range includes block, grated and sliced variants, and the packaging for the block and grated versions features special recipe ideas.

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