Kerrygold, the UK’s fastest-growing major butter brand and number two branded block butter, is set to build on its momentum by entering a new dairy category in the UK with the launch of Kerrygold Cream Cheese.
Designed as the perfect accompaniment for bagels and an indulgent complement to breakfasts and lunches the new Kerrygold Cream Cheese is made with a simple, clean ingredients deck delivering a rich, natural taste and smooth texture.
Made from the milk of Irish grass-fed cows, Kerrygold Cream Cheese brings a superior creamy, rich, and indulgent flavour to the growing cream cheese category. In doing so, it will enhance the consumer experience while extending the unique qualities of Kerrygold’s Irish grass-fed dairy to new consumers.
According to market research from Ornua, owner of the Kerrygold brand, consumer interest in the UK in a Kerrygold Cream Cheese is very strong with 98% of existing cream cheese buyers indicating they would be keen to purchase it. Three out of four Kerrygold shoppers already buy cream cheese and are willing to pay more for quality, while they also value clean label and natural propositions.
The Kerrygold brand is ideally placed not only to respond to those looking for premium indulgence but also those seeking out natural simplicity. Not only will the new cream cheese be a perfect fit for existing loyal Kerrygold shoppers, but the range will also attract new consumers, both to the brand and the category.
Commenting on the launch, Nicola Blackmore-Squires, Ornua Foods UK marketing director, said: “In line with our mission of driving the brand’s Irish grass-fed difference in more categories, we are excited to introduce Kerrygold Cream Cheese to the UK. Like our famous butter, Kerrygold Cream Cheese is made from the milk of Irish grass-fed cows which gives it a unique, flavourful, indulgent taste and smooth creamy texture. By leveraging Kerrygold’s values of naturalness, simplicity and demonstrable provenance we believe our latest launch will be ‘the new Gold Standard in cream cheese’.”
Kerrygold Cream Cheese will be available in a striking 180g gold-coloured round tub with a launch RRP of £2.50. It will start appearing in Sainsbury’s stores across the UK from 22nd April and Morrisons stores during May, with more major listings confirmed for later in the year. The launch will be supported by a comprehensive above and below the line marketing campaign.
The launch comes at a time of good growth in the cream cheese category which has seen sales rise by 4.8% in value terms year on year. Over the past 12 months, on average, UK consumers are purchasing cream cheese 7.1x a year (up +2.1%). This is partly driven by a focus on Health and Wellness which is benefiting other categories within Cheese, such as Cream Cheese.
