DKK 12 million promotion of speciality cheese in the UK

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22 July 2004
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Discover is the joint brand name for a range of speciality cheese from Arla Foods UK plc. The range is currently enjoying substantial success in the UK market Now even more UK consumers are being persuaded to discover Discover...

The continually expanding UK cheese market last year recorded 5% growth. Traditionally dominated by Cheddar, further growth must, by necessity, occur within speciality cheese and this is where the Discover range comes into play.

Launched in 2000, Discover comprises feta in cubes and in salads as well as mozzarella and cheese types inspired by Middle Eastern cooking. The brand was relaunched in more consumer-friendly packaging and versions in 2003.

“UK consumers rarely cook from scratch, but look for easy-to-use products,” explains Brand Manager Michael Evans.

Since its relaunch, sales of Discover have risen by 50%, outselling its nearest rival feta brand by a factor of 5 to 1. This figure, however, does not include the UK multiples’ own label.
Major marketing campaign

Last month, Discover launched its own website: and in July, the first TV commercial for Discover appeared on national TV. The intended target group is the 25-45 year-olds who enjoy experimenting with cheese.

The Discover campaign has a budget of approx. DKK 12 million for the next 12 months, i.e. corresponding to Arla Foods’ sponsorship of Denmark’s national football team. The campaign comprises a roadshow to selected ASDA supermarkets and participation in BBC’s Good Food Show in Birmingham in November and the Festive Good Food Show in London in December.

“The campaign is intended to increase the market’s awareness of the brand,” says Michael Evans. “We want to provide consumers with new inspiration in their daily lives and show that we offer some convenient solutions. Besides this, we plan to continue to develop the Discover range by rolling out four new products a year. We, therefore, monitor consumer wishes and requirements in great detail.”

Arla Foods is an international dairy company owned by 9,400 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) +4591310310
Åse Andersson
Åse Andersson Global Head of Media Press contact for Arla Foods Group +45 91 310 310 +45 89 38 10 00
Pernille Bonne Nejsig
Pernille Bonne Nejsig Press and Communication specialist Press contact for Arla Foods Group +45 91311232 +45 89 38 10 00