Innovation is the key to boosting sales in the cheese market. The highest proportion of 'pleasure-based' launches between January 1999 and July 2000 was aimed at the premium, indulgent end of the market, making up over half of all such products. 86 flavored cheeses were launched, enhanced by ingredients such as herbs, spices, fruit and nuts. Manufacturers aim is to offer consumers more variety whilst expanding their shelf-space in retail outlets.

Table: New cheese launches, by category, Jan 1999-July 2000

Number of Products
Indulgent
106
Flavoured
86
Entertainment
18
D A T A M O N I T O R
Source: Datamonitor, 2001: "Growth Strategies in Dairy"

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