Private-label giant in new brand attack

Golden Vale, the UK’s largest ownlabel dairy product manufacturer, is launching its first branded goods in the UK supported by a 3.5m marketing spend.

Cheestring, a snack cheese aimed at children, launches on April 1 in the Granada TV region for a test campaign. A 2.2m national TV roll-out is planned for September.

Advertising for the launch is being handled by Dublin agency Dimension, media buying is by BBJ Media Services and product development by Leeds-based Pilot.

The test TV campaign, aimed at housewives with children aged between six and ten, is being supported by ads running in the region’s cinemas with the new Disney film Toy Story.

Golden Vale has up to 60 per cent of the own-label processed cheese and yellow fats markets in the UK, supplying Tesco, Sainsbury’s and other major multiples. It already has a number of branded products on sale in its home market of the Republic of Ireland. It claims to have “total” distribution in place for Cheestring.

Golden Vale marketing manager Peter Elvin says: “We looked worldwide for a product with a defined proposition for a branded launch.” Cheestring has been on sale in the US for four years.

It is the first of a number of branded launches planned.

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