Dairy giant Friesland Foods has repackaged its entire Dutch cheese brand Frico for the UK market.

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The new packs have been designed to highlight the “heritage and craftsmanship” of the Dutch cheese, in a bid to achieve greater stand out for the brand internationally.


Elien Zwart-Dijkstra, marketing manager for Friesland Foods, said: “We have invested heavily in the redesign of our flagship brand – ensuring that consumers recognise Frico as a natural, premium quality product that is produced in the Dutch cheese-making tradition.”


Frico cheese is stocked in retailer delis across the UK and includes Edam, Speciality Edam & Gouda and Old Dutch Master.


“Before, Edam was more iconic for its bright red colour, but the new packaging with the imagery now brings the Dutch heritage of the brand to life, showing the more natural side of the products,” a spokeperson for Friesland Foods said.

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