Enterprise IG is working on a novel packaging format for Arla Foods as part of its revamp of the Discover speciality cheese range, it has emerged this week.
As well as extending the ‘eating occasions’ for cheese, the brief is to develop an ‘ownable’ packaging design akin to that which yoghurt brand MÃ¼ller has achieved with Fruit Corners, says Arla Foods brand manager Michael Evans.
Enterprise IG’s work, overseen by managing creative director Peter Hollingsworth, involves a revamp of the Discover identity. It will be put into research shortly, ahead of a consumer launch on 16 June.
The existing Discover range covers 14 speciality cheeses such as feta, mozzarella and emmental. According to Evans, the brand will now be taken ‘cross-segment’ to cater for the convenience and cooking markets as well.
A ‘food on the go’ proposition is being introduced and the speciality segment repositioned from after-dinner cheese-board to ‘tapas-style sharing’.
Evans adds, ‘People don’t really use cheese to cook [anymore]. The information on the cooking packs will be not so much recipes as quick and easy suggestions for salads and cold dishes that can be prepared in less than five minutes.’
Enterprise IG was appointed after a five-way pitch in January. Hollingsworth adds, ‘Discover has helped take the mystery out of buying speciality cheese. Our aim is to build on its position in the market and further excite customers with its promise of quality and convenience.’