UK: Tesco takes Yum brand into soft cheese category

By Michelle Russell | 24 October 2012

The Yum soft cheese range comprises four variants: plain, garlic and herb, green pesto and pink and black peppercorn

The Yum soft cheese range comprises four variants: plain, garlic and herb, green pesto and pink and black peppercorn

UK retail giant Tesco has expanded its "venture brand" Yum to include a range of soft cheeses.

Produced exclusively for Tesco by dairy giant Arla Foods, the range originally launched in July with products including Yum Spreadable and Yum Buttery.

The additional soft cheese range launched this week comprises four variants: plain, garlic and herb, green pesto and pink and black peppercorn.

"The launch of Yum soft cheese takes the brand into another dairy category and the range has researched well among consumers," said Arla Foods business manager James Powell. "Its strong black packaging and bold branding will undoubtedly have great standout in the cheese fixture."

Show the press release

Yum range expands into cheese with two unique flavours

Tesco and Arla are expanding their Yum portfolio with the launch of a soft cheese range.

Following the successful introduction of the Yum BSM range in July, four soft cheese flavours are now available in stores nationwide. A combination of classic favourites and new, exciting innovative flavours, the range plain, garlic and herb, green pesto and pink and black peppercorn flavours.

Having been specially developed for sale under the Yum brand, the green pesto and pink and black peppercorn varieties are unique to Tesco's soft cheese category and aim to extend usage of the product into cooking.

James Powell, business manager at Arla Foods, said: "The launch of Yum soft cheese takes the brand into another dairy category and the range has researched well among consumers. Its strong black packaging and bold branding will undoubtedly have great standout in the cheese fixture."

David Albon, cheese buyer for Tesco, added: "The launch comes hot on the heels of Tesco's exclusive Yum butter and spreads range. Customer research identified a gap in the market for something new and different and we believe Yum soft cheese delivers on this."

The range is being launched on a £1 price promotion and, as well as in store activity and feature space, it will be promoted on ATM receipts.

 

Original source: Yum

Sectors: Dairy, NPD & innovation

Companies: Tesco, Arla Foods

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