Unbranded, uninspiring and unloved... we felt cottage cheese was in need of a makeover. So we set leading brand consultancy Springetts the challenge of coming up with a new cottage cheese brand.

These are the seven concepts the Springetts creative team created for this year’s Dairymen, complete with details on the insights that inspired them as well as information on how the concepts would be positioned.


1. Cotta
Creative idea – irresistibility
The new generation of cottage cheese – faster, yummier and a lot more fun! Cotta’s so versatile, it’s at the heart of all your fave snacks – where will you take yours! You just gotta Cotta!

Insight: I know cottage cheese is good for me. It’s a fantastic source of protein, slow-release energy and low in fat. It’s always on my weekly shopping list but wouldn’t be my first thought when it comes to snacking – it’s not that easy to eat on the go and I’m not sure the usual flavours would hit the spot.

Response: The creamiest cottage cheese, bursting with tempting contemporary flavours in simple, portable formats.

2. Cloud 9
Creative idea – irresistibility
Deep and delicious real ingredients – succulent Thai prawns or tender tropical fruits enveloped in creamy, dreamy cottage cheese…Anytime Cloud 9

Insight (NB: this is the same as for concept 1): I know cottage cheese is good for me. It’s a fantastic source of protein, slow-release energy and low in fat. It’s always on my weekly shopping list but wouldn’t be my first thought when it comes to snacking – it’s not that easy to eat on the go and I’m not sure the usual flavours would hit the spot.

Response (NB: this is the same as for concept 1): The creamiest cottage cheese, bursting with tempting contemporary flavours in simple, portable formats.

3. Snow White & Scrummy
Creative idea – purer pleasure
Snow White is the purest cottage cheese. Simply made without processing, and naturally full of goodness. Snow White comes to life with the help of some little friends who are full of fun – nutty, fruity, saucy etc. Pick your favourite.

Insight: I’m always on the go and often don’t have time to eat properly. I end up grabbing unhealthy snacks which tempt at the time but leave me feeling unfulfilled and a bit guilty.

Response: It’s possible to have it all. Partnered with a variety of tempting flavours and real ingredient, cottage cheese is truly delicious. Packed with vital nutrients – high protein, low in carbs and saturated fat – it also leaves you feeling positively virtuous.

4. Cottage Industry
Creative idea – natural fuel
Here at Cottage Industry, we like to work hard and play hard. That’s why we’re founded on cottage cheese. Full of protein, low in fat and delicious – it’s just what you need to fire you up and keep you going. Dig in – let’s get to work!

Insight: I like to eat well and look after myself. When it comes to snacking, I try to avoid the junk and choose the right options. I haven’t really considered cottage cheese, though, as it’s really just diet food – can’t imagine it’d fill me up.

Response:  Cottage cheese is nature’s fuel – perfect for busy lives. It’s high in protein and low in carbs for slow-release energy to sustain you through your day, keeping you fuller for longer. Partnered with delicious and healthy fruits and vegetables, it’s the harder working snack.

5. Immature Cheese
Creative idea – born to be mild
The firstborn of the cheese family – a gorgeous bundle of curds and whey. Pure and dreamy, with none of that middle-age spread of the oldies. Because of its youth, it’s easily influenced by the world of flavour. Born to be mild!

Insight: I love a bit of cheese, but I know most of it is high in fat and not that good for me. Cottage cheese is the healthiest option, but it can be a bit bland and just feels, well, sensible and dull!

Response: Cottage cheese is pure and unprocessed; simply made and full of natural goodness. Its mild and creamy nature is actually its strength – the perfect foil for all kinds of delicious inclusions.

6. Up Your Street
Creative idea – cottage cheese has moved on
It doesn’t just live in a cosy little cottage – it also has an exotic Caribbean villa and a trendy Manhattan pied-à-terre. Now thoroughly mind swept and interesting, inspired by contemporary flavours and tastes, you’re bound to find one that’s right up your street. 

Insight: I like to eat well and make the right choices with food – particularly when I’m on the go – but cottage cheese is just not on my radar. Boring, lumpy and bland, the stuff my mum eats when she’s on a diet – not for me!

Response: Indulgent and moreish, crammed with gorgeous contemporary flavours and packed with perfectly balanced nutrition to fuel today’s busy lifestyles. (Oh, and did we mention it was cottage cheese?)

7. God’s Gift
Creative idea – because you’re worth it
Those ancient Greeks – didn’t they look fit! It’s no coincidence they ate a diet rich in ‘the food of the gods’ – cottage cheese. Fortified with protein, it’s low in fat and well tasty…sound like someone you know? God’s gift – tastius maximus!

Insight: I have a healthy respect for my body and take a bit of price in how I look. But looking after yourself shouldn’t mean denial – food should make you feel good inside and out. 

Response: Packed with all the right nutrition to help keep your body in tip-top shape, and all the taste to deliver a bit of what you fancy...

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