The Brits “discover” feta

Published:
27 April 2001
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Discover, Arla Foods’ new brand of speciality cheese, has aroused UK consumer interest in speciality cheese.

“It all looks very promising,” says Mikael Horsbøll, Product Manager, UK Division. “The range has been well received by retailers and Discover products are listed in the large multiples".
Launched six months ago, the Discover range comprises 14 different speciality cheeses, e.g. mozzarella, cream cheese, emmental, havarti and various types of feta.
“UK consumers eat less speciality cheese than consumers in other European countries. To some extent, this is due to the fact that consumers find the market confusing. However, by gathering all speciality cheeses under one brand we’re making it easier for consumers," says Mikael Horsbøll.
The five feta varieties have proved particularly popular, especially feta with green and black olives. In June, the range will be extended by another two feta cheeses with herbs and red pepper.
The Discover range means that Arla Foods is now supplying Greek feta cheese to the UK market. One of the feta products in the Discover range is produced in Greece using sheep and goats’ cheese from Arla Foods’ Greek joint venture partner, Delta.

Arla Foods is an international dairy company owned by 9,900 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.

Press contact

Arla Group Press Office
Arla Group Press Office (journalists/media only) pressoffice@arlafoods.com +4591310310
Åse Andersson
Åse Andersson Head of Media Press contact for Arla Foods in Denmark aasan@arlafoods.com +45 91 310 310 +45 89 38 10 00
Carina Østergaard
Carina Østergaard External Communication Manager Press contact for Arla Foods International caoes@arlafoods.com +45 91 31 16 01 +45 89 38 10 00