LAUGHING COW LAUNCHES DELI-LIGHT
Bel UK says consumers following a low fat diet will no longer have to say no to cheese, due to the limited choice of reduced fat products. A new range of light, flavoured cheese portions is being launched under The Laughing Cow brand called Deli-Light.
Bel UK has drawn on its cheese making expertise to develop Deli-Light, a new range of spreadable cheeses in portions, made with real flavour ingredients. Launching with three flavour variants: Blue Cheese, Onion, and Goats Cheese.
Ian Greengrass, Marketing Director, Bel UK, said
“Consumers have been telling us that they really love our 7% fat Light cheese spread, but sometimes they find plain cheese can be “a little boring”. The Deli-Light range is unique because it is providing variety with a range of tasty cheese, flavoured with real ingredients, it’s only 7% fat and yet it still delivers the smooth, creamy, fresh taste they expect from the Laughing Cow.”
“Deli-Light also comes in portions, which helps consumers manage their portion control and avoid over-indulging. And because Deli-Light is reduced in calories and a good source of natural calcium, it is a healthy option as part of well balanced diet.”
The range is launching in a new rectangular “sleeve and tray” packaging format, which is different to The Laughing Cow’s familiar round box of triangles. Research found that consumers liked the square portions and new pack format, and thought the packaging was more sophisticated and “adult-like”, making the range seem special and relevant for them, rather than just for kids.
The Laughing Cow is a £27m brand* and the UK’s number 1 cheese portion* with a 9% value share of the growing Cheese Spreads market (£260m)**. Bel UK will be supporting the launch with new Deli-Light specific TV, press and sampling activity, as part of the £3 million marketing investment in The Laughing Cow brand.
The Laughing Cow Deli-Light recommended retail price is £1.49 and is available in shelf ready packaging from November nationwide.
About Bel UK
Bel UK Ltd is a subsidiary of the Bel Group, the world’s leading producer of cheese portions and Europe’s number one manufacturer of processed cheese. The company was started in France in 1865 – today it has a presence in over 120 countries, 23 production sites and an annual turnover in excess of £1 billion.
Bel Ltd produces many of the UK’s most popular cheese brands, including Mini Babybel®, The Laughing Cow®, Leerdammer®, Port Salut® and Boursin.
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