Kerrygold Sales Soar. New Kerrygold “EXTRA” Product an Instant Success in Germany
December 23, 2010
23 December 2010, Kerrygold, the international food brand owned by the Irish Dairy Board (IDB), reported sales ahead of targets for the year.
The brand now enjoys a 13.5% stake of the total German butter market which has an export value to the country in the region of €175m.
This year’s successful trading was boosted by Kerrygold’s new spreadable product Kerrygold "extra" which has been an instant success with German consumers.
The new product accounts for €20m of the €175m in German sales.
This strong performance consolidates Kerrygold’s strong position as the number one imported butter in Germany. Kerrygold is exported to 50 international markets.
Last week Kerrygold reported its highest ever weekly sales in Germany with over 6 million retail packs (250 grams) of Irish butter being sold.
According to John Jordan, Director of Marketing at the IDB, "2010 saw Kerrygold again increase its presence in global markets. The launch of Kerrygold "extra", in October 2009, has been a phenomenal success and it reinforces Kerrygold’s position as the number one imported butter brand into the German market. It has won a number of retail awards since being launched in Germany making it the most successful product launch by the IDB."
Based on changing consumer lifestyle demands, the IDB identified an opportunity to launch a product based on the original Kerrygold butter with a blend of rapeseed oil which ensures the product is spreadable directly from the fridge. Kerrygold "extra" has attracted new consumers too the brand who are looking for convenience, quality and taste.
Market data from Nielsen’s showed that Kerrygold is trading at a record high in Germany with a 11.3% volume market share in a market that declined by 4.4% in the year and a 13.5% value market share.
During the year Kerrygold "extra" has won a number of awards. In Ireland it was awarded the Irish Marketing Institute’s International Marketing Award 2010, while in Germany, its awards included the Top Brand 2010 and Product of the Year 2011 –Gold.
Back on the home market, the IDB was recently named "Exporter of the Year 2010" and this gives the Irish farmer owned dairy co-op positive momentum going into 2011 when it will be celebrating its golden jubilee.