MD goes Mediterranean

"What are we having for dinner tonight?"
In American families the answer to this often asked question is increasingly "Spanish, "Italian" or Greek".
Because of US consumers' love of ethnic food, especially the Mediterranean cuisines of Spain, Italy and Greece, MD Foods has decided to gather all the Group's southern European cheese for cooking under a common name, "Mediterra", in North American and Canadian markets. As part of the new move, the packaging will be given a warmer, more southern appeal and equipped with the new MD logo.
"Ethnic food has become increasingly popular in recent years. At the same time we know that knowledge of Europe, European cheese and how to use it, is limited in the US," explains Market Manager Claus Lønborg, Overseas Division. "While Americans like to know exactly what type of cheese goes best with the dish they have in mind for their evening meal, the name of the cheese and its origin are less important. That's why we're giving "Denmark" a lower profile, gathering the cheese under one brand and launching it as cooking cheese, together with recipes."
The "Mediterra" range includes Kefalotyri, Manchego and Regato, which have until now primarily been sold as bulk or catering cheese. As the new Mediterranean brand is expected to shift some volume to the retail trade, MD Foods is supplying the cheese in a sliced and ready-packed version."