UK groups spread new cheese

Norwegian Dairies has launched a new goat’s cheese, Snofrisk, with product development and design work by Dragon International and PA Consulting Group’s technology division.

Having identified a niche in the market for a goat’s cheese product and ensured that Norwegian Dairies had the technology to make it, the Dragon/PA team came up with positioning and naming options. PA developed the product, while Dragon worked on branding and packaging.

“The development of the brand name was fundamental to the success of the product – it had to work in any country,” says Dragon director David Lowings.

“Snofrisk was regarded by consumers as an authentic name and acceptable in any language. It also reflects the product as clean and fresh,” he adds. The pack design is also by Dragon.

Snofrisk has been on trial in Norway, and is currently being rolled out in the UK and Germany.