Reinventing the Cheese Wheel.

Created in 1974, Leerdammer is a cheese unrivalled in its uniqueness. Combining the mild nutty flavor of Dutch Gouda with the holes of Swiss Emmental, this cheese unlike any other quickly become the #1 branded sliced natural cheese in the UK and Europe.

Leerdammer’s journey was interrupted by the proliferation of lower cost, own-label offerings. To regain its leading position, the Bel Group-owned brand embarked on new packaging strategy to reinforce the brand’s value of ‘real cheese from the wheel.’ We partnered with Leerdammer to develop an improved packaging structure that added tangible benefits that would set it apart from the rest.

Our design featured a ownable shape that reflected the brand’s ‘cheese wheel’ icon. The quality, robustness and functionality of the pack structure was greatly improved to deliver increased freshness protection. The lid-and-tray solution allows the product to be resealed whilst wave-shaped ribs provide more durability. A special grip feature makes the pack easier to open whilst an audible ’click’ upon closing reassures consumers that the cheese slices will be stored in optimum condition. Designed within the dimensional parameters of the previous pack, the new design was producible on existing machinery, with minimal change parts.

In the first 4 months after launch the brand established an 11% increase on average and in 1 month actually achieved growth of 27%.


Packaging Design .  Manufacturing Consultancy

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