Arla moots Castello co-branding for Milk Link cheeses

  • Print
  • Share
  • Comment
  • Save

Arla moots Castello co-branding for Milk Link cheeses

Arla is considering Castello co-branding of the cheeses

Tickler Cheddar, Tuxford and Tebbutt Stilton and Cornish Country Larder Brie could soon be sold under Arla’s overarching Castello brand, as Arla continues to integrate Milk Link’s cheese operations post-merger.

The dairy co-op, which merged with Milk Link last year, is researching consumer attitudes to a Castello rebrand of the cheeses - particularly for Stilton - and expects to make a decision within the next 12 months.

If the rebranding goes ahead, the cheeses are likely to become co-branded, with packs sporting their current names alongside Castello branding and packaging.

Selling Milk Link cheeses under the Castello brand would fit Arla’s strategy of focusing on three main brands - Castello, Lurpak and Arla - throughout its global markets and make it easier for Arla to sell Milk Link cheeses for export, said Ash Amirahmadi, vice president for milk procurement and marketing. “Even if our research shows UK consumers would not accept Stilton under the Castello brand, it will definitely be sold under Castello for our export markets,” he added.

Castello’s presence in the UK is limited at present - it is currently the fourth-largest speciality cheese brand in the market. However, Amirahmadi said Arla’s goal was to be market leader by 2017.

Amirahmadi also revealed further plans for the Anchor-branded block Cheddar launched in April, with a planned extension into grated and sliced formats in 2014. Its medium-term goal was for Anchor to become a “strong number two” in the UK Cheddar market, behind Dairy Crest’s Cathedral City, he added.

Arla was already looking at further Cheddar NPD beyond sliced and grated, he said, but would not be drawn on details except for saying convenience - including potential snacking formats - would be an important focus for the Anchor brand.

Have your say

These comments have not been moderated.

You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment.

Any comment that violates these terms may be removed in its entirety as we do not edit comments.

If you wish to complain about a comment please use the “report this comment” facility or email groceremails@wrbm.com

Mandatory
Mandatory
Mandatory
Mandatory
  • Print
  • Share
  • Comment
  • Save

Grocer jobs Experts in FMCG

ML Accessories AREA SALES MANAGER

AREA SALES MANAGER - ML Accessories

Good basic salary + excellent bonus opportunity + car + laptop + mobile phone + benefits
Search jobs
Sign in

Newsletter Sign-up

Free

I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Finance Member to receive these newsletters:

Become a member of The Grocer

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

FOLLOW THE GROCER

The Grocer's commentators and opinion makers