Arla repositions Apetina with global re-brand

Arla Foods is relaunching its Apetina brand globally this summer with a new pack design to reposition the brand as the cheese to cook with, it says.

The global re-brand and campaign for the Mediterranean style cheese will encourage consumers to cook with Apetina and “have fun in the kitchen”. Savera paneer, the authentic Indian cooking cheese, has also been rebranded and added into the Apetina range.

Rebecca Holt, Arla UK brand manager for Apetina says, “There is a huge opportunity for a brand to own the cooking cheese category and we believe Apetina can do it. The packaging has had a revolutionary redesign which gives great stand out on shelf.”

To support the relaunch, the UK will be the first market to launch the global ‘Surprising Results’ media campaign in July, which focuses on the versatility and taste of Apetina, and how it can be added to meals. The campaign will include Facebook activity, activity on retailer ecommerce websites and recipe videos with a food vlogger.

Holt adds, “The Surprising Results campaign will grow the cooking cheese category by expanding out of the salad bowl and into the cooking pot – our target audience have an inner desire to be more creative and we want to the brand to enable them to transform their meals.”

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