lunch-box-wraps-edamSince its launch in 2007, the EdamMade Campaign has invested heavily in promoting the health benefits of the Dutch wedge cheese in the UK, in particular targeting parents with children and young adults who lunch out-of-home.

Consumer research conducted by FrieslandCampina – the Dutch co-operative behind the EdamMade Campaign – revealed that many parents across the UK are struggling to cope with increasingly fussy children amid soaring food prices, with many only able to spend £1 a day on their children’s lunchboxes.

Elien Zwart-Dijkstra, Marketing Manager for FrieslandCampina comments: ‘Our research revealed that half of parents think nutrition was better when they were young so now that the credit crunch is biting, 65% of parents* are giving their children exactly what they used to eat – a simple sandwich. Our campaign responds to this by positioning the Edam wedge as a versatile and healthy cheese for all the family, ensuring that it is front of mind with our target audience and the first sandwich filling choice at lunchtime.  With 25% less fat and 14% more calcium than cheddar, parents feel confident about incorporating the Edam wedge into their children’s lunchboxes.’

The 2009 campaign also includes trade presence at the Nantwich International Cheese Show in July and sponsorship of the Scouts Association. Sponsors of the Chefs Badge, Edam has been encouraging Cub Scouts to prepare and make a healthy balanced three course meal, and also think about food hygiene and the origins of food.

Tailored for the convenience market, Edam is now available in slices offering ideal sandwich and snacking solutions. Edam Light is now available in wedge and slice format and with 12% fat – half of Original Edam – they are set to target the slimming market.

The UK cheese market is now worth £2,251,743,000. The Edam ball and wedge sells the highest volume of hard continental cheese in the UK and is enjoying steady incline with retailers claiming a strong degree of appeal amongst young adults and young families.

The low fat cheese market is an important focus for the Edam wedge, particularly with it containing 25% less fat than cheddar and with consumers increasingly searching for low fat dairy alternatives at lunchtime Edam’s success is set to continue.

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