Press release -
Apetina to revitalise UK cheese market
This summer sees the launch of Apetina, a new, quality cheese range from Arla Foods. The
brand will be a significant new addition to the UK cheese market, supported with a
multi-million pound marketing spend including TV, press, and online advertising alongside
PR.
Apetina will be available in all of the major retailers from May 2006. A mild and creamy
cheese, Apetina is aimed at people seeking easy inspiration. Packaged in a variety of handy
formats, Apetina is available with an array of accompaniments. Apetina is both convenient
and versatile, making it ideal for use in everyday cooking, with salads, as a topping or
even on its own as a snack.
Apetina provides a full cheese range solution, comes in innovative re-sealable packs and
handy 'draining baskets'. The range boasts low fat options and will target the growing
number of people demanding more international foods, packaged in convenient formats.
Michael Evans, Apetina brand manager says, "The launch of the Apetina range is an exciting
addition to the UK cheese industry. We have worked closely with UK retailers and consumers
to develop the Apetina range, which will grow and define the category".
The Apetina range includes:
- 200g block
- 200g light salad cheese
- 200g cubes
- 200g light salad cubes
- 150g salad cheese with red peppers
- 150g salad cheese with green olives
- 300g cheese cubes in marinade
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Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.
Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.
Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.
