New look – Apetina gets creative

apetina-pesto-and-pine-nuts7Apetina, the number one Mediterranean style cheese brand, is launching a new, delicious tasting addition to its successful product range, as well as revamping the packaging to reflect its playful and contemporary character.

Apetina is leading the way on innovation with the launch of a new 100g pesto and pine nut variety.  It encourages consumers to get creative in the kitchen by inspiring those looking for convenient, versatile and great tasting hot and cold meal solutions.

Consumers will be able to ‘try before they buy’ as Apetina is supporting the launch with an in store sampling campaign.  Six new recipes have also been created to showcase Apetina with pesto and pine nuts in its full glory!  One will feature at the end of the 30” TV advert this summer but the full selection of inspiring meals and snacks are available to view and download from www.apetinacheese.co.uk.

The new variety is available in both Tesco and Asda for an RRP of £1.30.

New packaging

Coinciding with the launch of the new variant, Apetina has redesigned its product packaging for 2009 to focus on the need for clearer product visibility in store. The bolder, brighter colours used across the range will give real shelf stand-out to attract more consumers into the category. The new packaging also features quick and easy recipe suggestions on the back to inspire creative cooking with Apetina.

Jon Thompson, brand manager said, “We wanted to launch a new variant, Apetina with pesto and pine nuts, to meet the consumer need for convenient and versatile meal solutions as well as driving a point of interest for retailers.

At the same time, we wanted to differentiate Apetina from the rest of the category at fixture. So, we’ve taken the playful, contemporary feel of the brand and refreshed the colour palette to develop the new look packaging, which shows that Apetina can be enjoyed all year round.”

Apetina is being supported by a £2.5 million marketing programme throughout 2009, including TV and press advertising, digital activity and sampling.

The Apetina product range includes the 200g block (classic and light), 200g cubes with unique draining basket (classic and light), 100g cubes (garlic and green olive) as well as the new pesto and pine nut variety and is available in supermarkets nationwide from mid-April.

Arla Foods
Tel: 0113 382 7000
www.apetinacheese.co.uk