May 4, 2010
Director of Marketing – Irish Dairy Board, John Jordan (right) accepts the IMI International Marketing award from Russell Keating of Sony Ericson, sponsors, for the successful launch of Kerrygold ‘Extra’ in Germany. The range of Kerrygold products on retail offer broadened such that today over 6 butter types, along with a prepacked cheese range, a Kerrygold cream and the recently launched ‘Extra’ product are standard on supermarket shelves around the country.
Over 2.5 million packs of Kerrygold butter are purchased each week by discerning German consumers. However, with the changing demographic profile new i.e. over 20% of the population is over 65, with the greater 66% in the 15-64 age group other product options had to be considered for the younger, faster lifestyle. The team at IDB Deutschland prepared for this challenge and with in-market knowledge, market research and innovative marketing, they created a blend of premium quality Kerrygold butter with rapeseed oil, presenting consumers with a lighter and more spreadable product, Kerrygold ‘Extra’. Available both salted and unsalted formats this product will allow the Kerrygold brand to grow from strength to strength.