Castello to become a global brand for mould cheese
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- 11 December 2007
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As Castello has been chosen to spearhead Arla Foods' global strategy for mould cheese, Rosenborg, the existing global mould cheese brand, will be faded out.
"The Tholstrup acquisition brought the high quality Castello brand into the Arla family," explains Jørgen Staarup Christensen, head of mould cheese. "Although Rosenborg has achieved a strong position, particularly in North America, when it came to selecting a global brand for Arla Foods' future mould cheese business, the choice fell on Castello."
Sales and marketing colleagues are now busy switching from Rosenborg to Castello in European markets. Moreover, Blue and White Castello have just been launched in the UK.
The main mould cheese strategy will, however, continue to accommodate local brands such as Høng, Kvibille, and Saga.
"The Nordic markets are so large that we cannot cover all nuances and consumer preferences through one brand only, so the Høng and Kvibille brands will continue. In the USA, Saga has a strong position, but in a lower price category than Rosenborg. The brand, therefore, will continue within this price category."
The Castello brand joined Arla Foods portfolio in 2006 following Ar-la's acquisition of Tholstrup Cheese.
Rosenborg is sold in more than 100 markets and consequently Arla Foods most geographically wi-despread brand.
The switch from Rosenborg to Castello is underway in European markets. In the US and Canada, the transfer from Rosenborg to Castello will take place in several stages.
Arla Foods brand strategy
The choice of Castello should be seen in the context of Arla Foods' strategy of focusing on fewer, but stronger brands.
As it is expensive to create strong brand po-sitions, Arla Foods is focusing on fewer markets to maximise its marketing.
Arla Foods is an international dairy company owned by 9,700 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.