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There is something to be said about going big or going home, but savvy manufacturers also know that going smaller can be just as important.
Roth Cheese, Monroe, Wis., has complemented its line of specialty cheese with convenient new forms, including smaller package sizes with lower price points.
Deli cups are one example of Roth’s smaller package sizes. One of Roth’s flagship products, its Grand Cru, is available in shredded form in 5-ounce deli cups. Roth’s crumbled Buttermilk Blue and Moody Blue are sold in cup form as well.
Roth is also offering 6-ounce packages of sliced cheese, including its Grand Cru, Van Gogh Original Gouda, Van Gogh Natural Smoked Gouda, Original Havarti, Horseradish Havarti, Peppadew Havarti, Dill Havarti and Jalapeño Havarti varieties.
The need for smaller packages is supported by consumer studies that Roth conducted among category shoppers. Customer feedback also showed that the deli cups for shreds and crumbles are viewed as sturdier as well as more convenient. "Research with specialty cheese shoppers indicated that they would be more likely to try an unfamiliar cheese if it was offered in a smaller package," adds Guido Kaelin, vice president of marketing for Emmi Roth USA. "By reducing our package size and price point, we have minimized the risk for a shopper considering a new cheese."
This month, Roth is highlighting the smaller, convenient cheese packages through special advertising and a social media contest, encouraging fans to share photos of dishes made using shreds, slices or crumbles.