Arla Foods set to relaunch Apetina

Arla Foods is relaunching Apetina this summer with a radical new pack design to reposition the brand as the cheese to cook with.

The new global rebrand and campaign for the Mediterranean-style cheese will encourage consumers to cook with Apetina and have fun in the kitchen. Savera Paneer, the authentic Indian cooking cheese, has been rebranded and added into the Apetina range fitting perfectly with the cooking proposition.

Rebecca Holt, Arla UK brand manager for Apetina, said, 'There is a huge opportunity for a brand to own the cooking cheese category and we believe Apetina can do it. The packaging has had a revolutionary redesign which gives great stand out on shelf.'

The design has new photography which makes Apetina cheese the hero and includes copy such as 'mix with…' 'stir with…' to give consumers guidance and inspiration.

To support the relaunch, the UK will be the first market to launch the global Surprising Results media campaign in July which focuses on the versatility of Apetina and its great taste. The core creative idea shows you can add Apetina to your everyday meals to make a surprising difference. The campaign will include Facebook activity, activity on retailer ecommerce websites and recipe videos with an influential food vlogger.

Rebecca added: 'The Surprising Results campaign will grow the cooking cheese category by expanding out of the salad bowl and into the cooking pot - our target audience have an inner desire to be more creative and we want to the brand to enable them to transform their meals.'

Arla Foods is a global dairy company and co-operative owned by 12,000 dairy farmers with circa 2,500 of whom are British.

Dating back to 1881, Arla's purpose is to secure the highest value for its farmers' milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world's fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla, Lurpak and Castello in more than 100 countries.

Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor, Arla Cravendale, and Arla Lactofree with a turnover of €2.2 billion. The UK is largest market within the Europe Zone, contributing 35% of the zone's turnover and also comprises 25% of the Group revenue.

As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK's largest cheese manufacturer. It has also built the world's largest fresh milk facility located at Aylesbury that later this year will become the first net zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, creameries, distribution centres and head office.