Rosenborg hits the US airwaves
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- 1 min
- Published:
- 23 September 2004
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Radio commercials are spearheading a US campaign for Rosenborg – Arla’s mould cheese brand in the US.
Rosenborg is currently being promoted in three key markets - Chicago, San Francisco and New York – where the brand’s market share is around 20%.
In general, Rosenborg mould cheese is performing well across the US where the brand has taken around 14% of the retail market for fixed weight blue cheese.
”We’re now trying to enhance Rosenborg’s position in the US,” says Marketing Manager Jens Kauffmann from Arla Foods’ US subsidiary.
One of the means is radio commercials which will be transmitted for two to three weeks at a time.
The commercials started in September and will resume during the American Thanksgiving in November, over Christmas, Easter and Mothering Sunday.
The Rosenborg range corresponds to the Høng range sold in the Nordic countries. In the US, 11 products in the range are in retail format.
With the radio campaign, Arla Foods’ US subsidiary is continuing its aggressive marketing approach which started last year with a major Lurpak campaign in selected US markets.
The subsidiary’s overall sales currently amount to almost 11,000 tons including local production of Havarti.
Danish exports of mould cheese to the US, primarily under the Rosenborg brand, total 1,750 tons.
Arla Foods is an international dairy company owned by more than 8,400 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.
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