Go Dutch

Bradbury and Son ‘Go Dutch™’

Cheese supplier Bradbury and Son are out to ‘Go Dutch’™ with the launch of their new branded Dutch Edam cheese.

Go Dutch is a value-for-money pre packed branded cheese that gives consumers versatility and convenience. It will be launched in two classic types: Edam and Gouda.

Unlike the more familiar Edam products, Go Dutch Edam and Gouda both come in 200g packs and is sold without wax or rind. Tests show that the consumer gains around 20% extra usable cheese with the block vs. the waxed cheese, thus enhancing the value proposition.

Bradbury sales and marketing director, Chris Chisnall, said, “Like Cheddar, Edam and Gouda are two of the world’s greatest everyday cheeses, with huge volumes being consumed globally. In the UK however, the British consumer has fallen out of love with Dutch cheese due to rising pricing that effectively takes it out of the everyday usage range. This has driven down sales by 22% over the last two years (Source: TNS 104 wks to February 2009).

It’s not just consumers who are affected by this; retailers are also affected as some have had to cut their own margins to stimulate Edam sales. Part of our objective is to build retailer confidence in the Dutch cheese sector and grow the category profitability.

Our main aim is simply to reverse the decline in Edam sales by giving the consumer a more versatile modern product, cutting out wastage and increasing usage occasions. Pricing will also play a key part in the proposition with 200g packs selling at £1, along with the classic recognition of real Dutch Edam and Gouda.

Cambridge Market Research undertook a series of consumer panels for us and the results are very encouraging. The panellists were used to buying Edam or Gouda with the wax, but on seeing the block concept, the eye catching packaging and the price proposition the decision to buy was unanimous”

Cartons contain 12 packs in two shelf-ready display trays.

Arrangements have been made to access cash & carry and wholesale channels through shrink-wrapped single trays for convenience and independent retailers.

Bradbury and Son plan to introduce more Go Dutch product extensions, such as sliced and grated in the Go Dutch brand later this year.