A design that 'clicks' with consumers
A holey history
Created in 1970 by a dairy owner and a cheese shop proprietor, LEERDAMMER is a unique, real cheese combining a mild nutty flavour similar to Gouda with the holes of Emmental. By the mid-noughties, it had become the Number 1 branded sliced natural cheese in the UK and Europe. Under threat however, from lower cost own label offers, Bel Groupe planned to fight back by reinforcing the brand values of ‘real cheese from the wheel’ and adding tangible consumer benefit through an improved packaging structure.