14 Apr 2008


Print	Email

Brits buy more French cheese

Cheese

Waitrose

John Lewis Food Hall

Morrisons

Sopexa

Imports of French cheese to the UK have overtaken Irish imports for the first time, making France the lead cheese import country in the UK.

According to figures from Eurostat and marketing agency Sopexa, France accounted for nearly a third of the 399, 408 tonnes of cheese now imported into the UK.

Imports of French cheeses have been steadily rising to close the gap on Irish volumes since 2004. In 2007, France overtook Ireland, exporting 112,085 tonnes compared with Ireland’s 89,042 tonnes.

The top cheese types, Brie, Camembert and Emmental, all enjoyed sales rises with Emmental up by 14%.

Sophie Wesse, brand manager at leading cheese company, ULN, said: “Continental cheese penetration increases – now up to 78% – and consumer confidence grows. We are also seeing a greater willingness to experiment with a wider variety of French cheeses and thus the volume growth last year from blue cheese; new hard cheeses, recipe cheeses, speciality cheeses and from Camembert more so than from the more established Brie.”

France aims to build on its export success with a generic marketing campaign, Fine Cheeses from France.

It launches this month with a four-week promotion in all Waitrose stores and the John Lewis Food Hall.

Michelin-starred chef, Pascal Aussignac, will front the Waitrose initiative. It features special offers, linking cheeses and wines, gondola end promotions and in-store demonstrations of Pascal’s recipes.

The activity is supported by French cheese companies: ULN, Triballat, Eurilait, Lactalis McLelland, Fromagerie Riches Monts and Bel UK. Their cheeses will be promoted on shelf barkers and in in-store media and via leaflets.

The Waitrose activity will be followed by a tailored promotion with Morrisons, featuring tastings and demonstrations.

Further promotions with other retailers are planned for later in the year.

French cheese imports rise


HAVE YOUR SAY
Click on the button to include your comments on this story