Galbani breathes Italy into soft white cheese with launch of Galbani Freschetto

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Galbani Freschetto

Lactalis McLelland is bringing excitement and originality to the soft white cheese category with the launch of Galbani Freschetto. The move – which sees the No 1 Italian cheese brand enter the category for the first time – is expected to drive incremental value into soft white cheese, ultimately reversing its current decline.

Having rolled out at the end of May, with listings initially in Asda and Waitrose, Galbani Freschetto comes in two authentically Italian flavours: Classico, with olive oil; and Pesto. Galbani Freschetto has an extra creamy and light texture – perfect for consumers who like to treat themselves.

Lactalis McLelland is bringing excitement and originality to the soft white cheese category with the launch of Galbani Freschetto. The move – which sees the No 1 Italian cheese brand enter the category for the first time – is expected to drive incremental value into soft white cheese, ultimately reversing its current decline. is a versatile soft white cheese that can be enjoyed cold – spread onto a cracker or as a dip with fresh vegetables – or hot – for example, as a sauce for pasta.

Mike Chatters, sales director for Lactalis McLelland, said: “We see an opportunity to drive incremental value into the declining soft white cheese category with an iconic brand people know and love. Galbani Freschetto taps into the rising popularity of continental cheese and growing appetite for Italian flavours and offers consumers a credible alternative to the current market leader.”

The new product has gone down exceptionally well with consumers during pre-launch testing as 87% declared liking Galbani Freschetto – they love its lightly-whipped texture and its fresh taste.

Kicking off in mid-June is a £1 million media campaign for the Galbani brand, including radio advertising, six-sheet posters and digital activity. Then, later in the year, Galbani Freschetto will benefit from dedicated support in the form of office and mobile sampling to raise awareness around the new product and encourage trial.

One of the beacons of the continental cheese sector, Galbani is the No.1 Italian cheese brand1, and continues to be the go-to brand amongst UK consum­ers, providing quick and easy meal inspiration.

Galbani Freschetto is available in two varieties: Galbani Freschetto Pesto and Galbani Freschetto Classico. It comes in a 150g tub with a MRRP of £2.00.