A bold attempt to revitalise Dutch Edam sales by dispensing with the iconic red rinded wedge and launching a new branded - and rindless - block product kicks off this month.
Derbyshire cheese importer and distributor Bradbury and Son is launching Go Dutch Edam alongside Go Dutch Gouda on 20 April. The 200g Edam block, which comes in red packaging to the Gouda's black, would create a strong branded presence in the own label-dominated category, said sales and marketing director Chris Chisnall.
At £1, it was priced to appeal to recession-hit shoppers, he added. Own-label Edam and Gouda typically sell for £1.25 to £1.45 for a similar size.
Sales of Edam cheese, excluding sliced and grated, have fallen 22% in the past two years to 4,042 tonnes in February 2009 [TNS]. The range will be available in multiples from 20 April followed by c-store listings.
Derbyshire cheese importer and distributor Bradbury and Son is launching Go Dutch Edam alongside Go Dutch Gouda on 20 April. The 200g Edam block, which comes in red packaging to the Gouda's black, would create a strong branded presence in the own label-dominated category, said sales and marketing director Chris Chisnall.
At £1, it was priced to appeal to recession-hit shoppers, he added. Own-label Edam and Gouda typically sell for £1.25 to £1.45 for a similar size.
Sales of Edam cheese, excluding sliced and grated, have fallen 22% in the past two years to 4,042 tonnes in February 2009 [TNS]. The range will be available in multiples from 20 April followed by c-store listings.
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