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Article: Strategy to build on blue cheese appeal.(Speciality cheese)(Brief Article)

Article from:
Grocer
Article date:
April 17, 2004
Copyright

Rosenborg is one of the UK's biggest blue cheese brands. It has a loyal following of consumers in the UK and around the world due to the fact that it is one of Arla's truly global brands, available in the States, South Africa and Japan.

Brand manager Mick Evans says consumers who buy Rosenborg really do love it and he cites the Christmas calendar promotion which pulled in 20,000 requests from Rosenborg fans--even one from Buckingham Palace.

However, Rosenborg, like other Danish Blue cheeses, is falling prey to more fashionable blue cheeses stealing its thunder.

Says Evans: "After the war, Danish Blue was the only blue cheese available on the ...

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