From the end of this month (April 2013) First Milk's award-winning Lake District brand will be taking its first steps beyond cheddar into the wider dairy category with the launch of Lake District Dairy Co. Quark - available in Original, Lemon and Vanilla flavours.
Quark is a versatile spoonable soft cheese, and 100% natural dairy ingredient that is a popular and widely-available fridge staple in a number of countries across Europe and in North America.
In the UK , it's been an overlooked dairy category to date, but driven by The Lake District Dairy Co. - a trusted, quality dairy brand - as well as fuelled by a brand investment in a £2.5million major marketing and PR campaign that will put the spotlight on Quark's outstanding health, baking and culinary credentials, Quark won't remain unnoticed for much longer.
Lake District Dairy Co. British Quark arrives on the scene as a key baking ingredient, and all-round versatile product - smoother in consistency than its European counterparts, and great for cooking, and mixing, as well as baking.
It is also coupled with fantastic nutritional credentials - naturally fat free, high in protein and low in salt and sugars making it a healthy alternative ingredient for a variety of dishes. And at a time when a traffic light system of food labelling is being debated, Original Quark confidently measures 'all green' on all GDA's (Guideline Daily Amounts).
Upcoming campaign featuring the Fabulous Baker Bros.
As Lake District Dairy Co. Quark launches onto retail shelves, so too will its accompanying PR and Marketing campaign featuring TV's The Fabulous Baker Bros who have developed a number of special Lake District Dairy Co. Quark recipes that will feature on the upcoming brand website and accompanying national PR campaign.
First Milk's marketing director David Young comments, "Lake District Dairy Co. Quark is a product that delivers on a number of scales - great taste, versatile, naturally fat free, and measures incredibly well on the GDA's.
"Having TV's The Fabulous Baker Bros, Tom and Henry Herbert, help bring its versatility to life is a great coup for us. They are great advocates of British homely food, and this very much mirrors the many recipes we will be launching as part of the campaign. These Quark inspired recipes will also help us highlight how Quark can boost the health credentials of more traditional baking and cooking recipes."
The home cook
The renaissance of home cooking and baking is on the rise and this resurgence is highlighted in the 2012 Mintel Home Baking which says, "home baking in the UK saw the value of the market soar by 59% between 2007 and 2012 to reach an estimated £1.7billion".
This trend is further echoed by the rising popularity of TV programmes such as The Great British Bake Off, and the Great British Menu. Programmes like this are attributed to helping reignite passion and conversations on social media amongst consumers, for traditional British produce, and home cooking, and upon launch, The Lake District Dairy Co's accompanying campaign will be working to place Quark in the heart of some of these growing conversations.
Made by British Farmers
In addition to online food conversations, a stamp highlighting 'Made by British Farmers' will be launching on all Lake District Dairy Co. products from May, paying acknowledgement to the 100% British Farmer ownership of the Lake District Dairy Co. brand.
This is the first new product that First Milk has introduced since the launch of their integrated Sustainability Programme in October 2012.
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Notes to editors:
About First Milk
First Milk is the UK's only major dairy company owned by British dairy farmers.
As a business with a passion for innovation and sustainability, it is constantly seeking fresh ways of working with partners across the supply chain to drive pioneering solutions to industry challenges.
This has been supported through the recent acquisition of added value businesses, by rapid progress on launching new products and securing new customers in the UK and international markets.
For further information on First Milk, please visit www.firstmilk.co.uk or follow the company on Twitter @first_milk and YouTube www.youtube.co.uk/firstmilk1
A copy of First Milk's sustainability report is also available to download via its website - www.firstmilk.co.uk/sustainability/
About the Lake District Dairy Co.
The Lake District brand was first launched in 2008.
The brand is currently the No:3 brand in block cheddar valued at £71.9m (52 w/e March 13 Kantar WorldPanel), and over the last 4 - 5 years, it has expanded its cheddar range to include a number of variants and formats
In 2011 the brand was supported by a National Cinema advertising Campaign with a fully animated commercial featuring the voices of Julie Walters and comedian Will Andrews.
In 2012, a National sampling campaign took the brand to +1m consumers across the UK.
This year will see the launch of Lake District Dairy Co. Quark the first in a line of new product developments in the pipeline for the Lake District Dairy Co. brand in 2013.