Jarlsberg, the famous Norwegian cheese export, today confirms the launch of its new on the go product called Jarlsberg Minis with product listing confirmed in Waitrose stores for February in 265 stores.


Jarlsberg is the UK’s number one deli cheese with holes* and contains a lower fat and salt percentage to its rival cheddar. The Jarlsberg cheese minis became famous after featuring in the 2017 Cheese Advent Calendar and is known for its distinctively creamy texture.


The target consumer is health conscious ABC1 women aged 25 – 44 looking for a convenient protein snack with a low-calorie content. The Minis respond to this consumer demand by containing 27% protein and 70 calories per mini.


Portability is a theme within the growing healthier food categories, with 2017 seeing an increase in the snacking cheese category with this success predicted to continue into 2018**. The adult snacking category has seen an increase in 17.8% over the last 12 months and 21.7% in 12 weeks before the end of last year.


The  NPD from Jarlsberg is part of a wider business strategy from parent company Norseland, the innovative cheese specialists, which also owns Applewood, Mexicana, Ilchester, Gudbrandsdalen, Snofrisk and Michelangelo. The business’ approach for 2018 focuses on snacking, portion control, work lunches and eating on the go and the additional re-launch of Ilchester’s Marmite Minis reinforces this strategy.


Lisa Harrison, Senior Brand Manager at Norseland comments: “Jarlsberg Minis will help boost retailers’ snacking sales as part of our NPD offering in 2018.  The cheese is suitable for vegetarians and consumers seeking low calorie, high protein convenience snacks, therefore the Minis tap into this increasingly growing food trend. They also act as a lunchbox option for children, resulting in multi category selling options.”


Five 20g minis are sold in a snacking net with a RRP of £1.75. For stockist details, contact [email protected].


* Kantar data is 52we 5th November 2017


*** Kantar Worldpanel data to 31st December 2017



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