Kerrygold is hoping to take advantage of the growing Cheddar cheese market with the launch of two new cheeses, Kerrygold Mature Irish Cheddar and Kerrygold Extra Mature Irish Cheddar.
The pre-packed cheese market grew to £2.2 billion in 2010 and the majority of this growth was driven by the Cheddar sector, which increased by 4% in the last year.
Kerrygold’s launch of an Irish Cheese is what the brand is calling a natural evolution from its current butter range.
Alastair Jackson, Marketing Director for Kerrygold UK explained:
“A trend has evolved where consumers are increasingly influenced by a foods provenance.
“The named “Irish” UK Cheddar market grew in value by 2% last year; therefore we saw this as the perfect opportunity to introduce cheese into our product portfolio.
“This launch is very exciting for us as it will see the Kerrygold brand in a new dairy category and we think the new eye catching packaging will create real stand out on shelf”
Kerrygold Mature Irish Cheddar is matured for around nine months to give create what is being marketed as a ‘smooth, creamy and mellow flavour.’
A Kerrygold spokesperson said: “This is a versatile product perfect for sandwiches, snacking and cooking.
“Its eye-catching green re-closable packaging ensures the cheese can be conveniently stored.”
The second cheese product launch is the new Kerrygold Extra Mature Irish Cheddar: matured for around 12 months this product’s flavour is described by Kerrygold as ‘tangy with a hint of sweetness.’
Kerrygold Extra Mature also comes in a re-closable pack, while the black packaging aims to increase stand-out on shelf.
Kerrygold is owned by a cooperative of Irish dairy farmers, many of their farms are small and family-run and have often been in the family for generations.