PARMALAT LAUNCHES CREAM CHEESE LINE
By Adnews Staff
Parmalat Canada Inc. of Toronto is moving into the cream cheese market with a new line of products designed to be smooth and spreadable. The Lactantia Cream Cheese line comes in both tub and brick formats in three flavours: smoked salmon, spinach and feta, and mixed berry. Regular and light versions are also available. "We've spent over three years and significant resources evaluating this category," said Steve Trofimchuk, director of marketing of tablespreads at Parmalat. "This launch is the culmination of all this effort. We believe that we will achieve a sustainable position in the market by growing both the category and Parmalat share." The new cheeses will be promoted with free-standing newspaper inserts in September, in-store coupons, point-of-sale materials, and in-store product sampling in October. These elements of the campaign are being handled by Brand Marketing & Communications Group Inc. of Toronto. Television advertising from Toronto-based Goodgoll Curtis Inc. will air between the first of October and the end of the year. The packaging for the line was created by Interbrand Tudhope of Toronto.