Arla is extending its Castello speciality cheese brand with the launch of two new cheeses, made with milk from Jersey cows.
The products - Castello Jersey White and Castello Jersey Blue - are white and blue mould cheeses with a creamy texture and are suited to consumers with a milder palate. They are produced on the west coast of Denmark.
The products are wrapped in paper and sold in octagonal boxes, which Arla hopes will make them particularly attractive to cheese connoisseurs for use at dinner parties.
The growing popularity of Castello since last year’s relaunch, meant it was the perfect time to introduce the new products, said senior brand manager Kate Richards. “Consumers that enjoy good food and great company will really respond to our new launches.” The new products would tap into existing Castello fans as well as entice new “cheese lovers,” she predicted.
Castello is worth £8.7m in the UK and it is in 20% year-on-year growth [Nielsen 52 w/e 7 July 2012].
The cheeses join six other Castellos in the UK, and went into Tesco this week, rsp £1.70.