Goats cheese brand Bettine has unveiled new packaging designed to drive growth and highlight its nutritional value.
The range includes the brand’s Goat’s Cheese Slices (rsp: £2.60/125g) and resealable Goat’s Cheese Pearls (rsp: £2.35/100g), available in Waitrose, Ocado and independent cheese retailers from 23 February.
Bettine said the new look modernised its image, with a cleaner, clearer format, “helping to reposition goats cheese as an everyday choice rather than a special-occasion product”.
According to NIQ data, sales value across both products has increased 22% year on year, which Bettine said reflected shopper demand for versatile, healthy, protein-rich ingredients suited to multiple meals.
“Goats cheese is a category with huge, untapped potential, yet it has often felt niche or reserved for special occasions,” said Amanda Burningham, Emmi Cheese brand lead. “With Bettine, we’re changing that by making goats cheese more accessible for today’s time-poor shoppers who still want tasty, nutritious meal and snack solutions.”
To support the relaunch, Bettine is rolling out a summer-long marketing campaign, ‘Goat your own way’, which will include influencer partnerships, sampling, point of sale marketing and social media activity.
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