Arla Foods has brought its cheese brand Castello to the UK, supported by a £2.1m marketing push.
The Danish cheese, which is being rolled out to Tesco, Morrisons and Asda this month, comes in Castello Blue, a blue-veined gourmet option with a subtle and creamy taste, and Castello White, a rich and creamy soft cheese.
A 150g half- moon pack is priced £1.69. Castello is already an established brand overseas, selling 21 million packs per year across 50 countries, according to the company. "There is an opportunity for us to simplify the speciality cheese sector by educating people about individual products," said an Arla Foods spokeswoman.
The marketing activity, which will focus on raising consumer awareness about the brand's existing credentials, kicks off this week and includes press, online advertising, sampling and the launch of a new web site, www.castellocheese.co.uk. It will be followed by sponsorship of a new comedy drama on ITV this year.