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Isle of Man Creamery rebrand and new packaging launch to increase market share on & off Island

Following 18 months of extensive market research and a significant marketing spend, Isle of Man Creamery has relaunched its full product line of milk, cheeses, creams and butters in a bid to gain market share on Island and invigorate consumer demand for the brand.

The success of this launch has already seen two major UK retailers agreeing to stock the brand in the UK (full details TBA) while also receiving two highly acclaimed awards, 1. Silver International Cheese Award for Single Cheese with additives for Cracked Peppercorn Mature Cheddar, at this week’s Nantwich Show 2010, and 2. Gold Great Taste Award from The Guild of Fine Food, for Hint of Chilli Mature Cheddar.

The new look was officially revealed at yesterday’s Nantwich Show and International Cheese Awards 2010, with the full range set to hit the supermarket shelves in August.

IOM_productsThe rebrand includes a full redesign of the whole Isle of Man Creamery range, a new website and overhaul of all internal, marketing and communication materials.  The rebrand also sees a refocus of the business, to move away from a ‘commodity product’ to become an engaging brand that showcases the true culture of the Creamery, the Island and its products while supporting economic development on the Island.

The new brand proposition ‘Crafted to Taste Better’ encourages consumers and retailers to choose Isle of Man Creamery range for its award winning superior tasting products and varieties.

Findlay Macleod, Managing Director of Isle of Man Creamery, comments on the rebrand and new business focus:

“At the Creamery, we believe that our award winning cheeses and associated dairy products are worthy of this new rebrand, which will help us to establish a larger share of the market. We have a great team in place working at the Creamery together with local dairy farmers and cheese makers to secure a strong future for dairy farming on the Isle of Man.

“We wanted to capture this - the essence of what makes us at Isle of Man Creamery and our products different and something we should be proud of. “Today’s consumer is more discerning and seeks provenance, traceability, sustainability and animal welfare. At Isle of Man Creamery we have this in abundance and more.

“We believe our key target audience will identify with our new range, our rebrand, and will see our products as a clear differentiator from the mass market competition – and will be pleasantly surprised that they don’t have to pay a huge premium to enjoy fantastic products.

“This is the first step in a major business strategy as part of our commitment, not only to our people but to the Island, where we are focused on maximising our unique proposition and products to grow commercially. Increasing consumer demand, Island pride and loyalty (both on and off Island) is something we believe our rebrand will create. Granting permission for our superior product range to be at the top of everyone’s shopping list, both on and off Island.”

Isle of Man Chief Minister, Tony Brown added the government’s support to the Creamery rebrand;

"Isle of Man Creamery and the dairying industry play a significant role in the life of our Island, supporting our environment, heritage and economy. The Creamery to date has established itself as a business to be proud of with generations of skills and care still present today. Such craftsmanship has produced award winning products both in the UK and worldwide, establishing the Creamery as an important contributor to the Island’s exports. The rebrand captures the essence of almost a century of success and provides ground for considerable brand and product growth in the future. We should take pride in Island produce and support its growth both on Island and in the UK."

In 2009, the Creamery invested in extensive market research (PROMAR), quantitative and qualitative, in conjunction with DEFA (Isle of Man Department of Environment, Food and Agriculture). The findings showed depth and quality of the products but a need to develop and grow a real brand to showcase the Creamery’s heritage and product range in a better light to regain market position both on and off Island.

With the support of branding specialists threebrand, the Creamery embarked on an in depth rebrand, reviewing the dairy sector and competitive set with On Island research to gain view points from buyers, employees, local government, consumers and farmers. This was followed by extensive qualitative research both on and off Island with a variety of brand territories featuring alternative brand names and visual representations. This research took place across a variety of socio economic groups (in England, Northern Ireland, Republic of Ireland and on Island), in order to help develop the preferred brand route and territory, which is now seen on shelves.

The launch of the new packing will also be supported by in store sampling, incentivising promotions and local radio sponsorship, with ongoing marketing support throughout the year.

For further information or to stock Isle of Man Creamery products please visit: www.isleofmancreamery.com, call +44 (0) 1624 632000 or email
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  • Isle of Man Creamery extensive range includes: 12 Cheese flavours, three milk varieties, two butters, two cream varieties and buttermilk. It is currentlyavailable in most stores on the Isle of Man and in Morrison’s, Tesco and selected Sainsbury stores in the UK.
  • Isle of Man Creamery has a powerful story to tell, a story that is built on real people, on wonderful products - yet a story that is authentic and true, and a story to be proud of.
  • The story starts on the Isle of Man, the jewel in the heart of the Irish Sea, where only the freshest milk and the most delicious tasting cheese have been made for many a century. With the Creamery dating back to 1919.
  • It’s about generations of skill and care, with skills that have been passed down through the years. It involves unique care and expertise from field to farm and from our Creamery into the homes that we supply.  And it’s about standards that have won respect at home and abroad.
  • Trust in the purity and freshness of our milk – our cows roam freely, grazing in rich fertile fields on our own farms, where they are cared for by the Island’s dairy farmers. It’s this integrity that is at the heart of everything we do.
  • People have always been at the heart of Isle of Man Creamery – the Creamery has had a long tradition of family employment, with skills proudly passed down from generation to generation.
  • Our current master cheese maker learned his skills, passed down from his father, who was the master cheese maker before him – it’s perhaps here that the Creamery principle of ‘generations of skill and care’ is rooted.
  • It’s these generations of skill and care that are at the very heart of Isle of Man Creamery. The quality and integrity of our milk, blended together with the skills passed down through the generations, allows us to produce the most natural freshest tasting milk, cream and butter, and the wonderful array of tastes and flavours from our award winning cheese range.
  • All our farms are Farm-Assured with first class husbandry
  • All our milk, sourced exclusively from local dairy herds, is pasteurised then mixed with vegetarian rennet and non-fast ripening starter cultures, ensuring low levels of histamine and suitability for vegetarians
  • We are BRC “A” Graded and CLAS accredited
  • Our cheeses win awards every year, see our website for more details of these wins

Further details on the full Isle of Man Creamery range:

Our Milk range includes; Full Cream, Semi Skimmed and Skimmed in differing Pint and Half pint formats.

  • All our milk comes from the farm-assured, family owned dairy farms on the Isle of Man, whose herds graze contentedly in the lush green fields, set among countryside largely unchanged for centuries, beneath clear pollution-free skies.
  • Travelling no more than 20 miles from farm to Creamery, which guarantees low food miles and consistently high quality dairy products.
  • These are all available in a variety of shelf ready pre-pack and deli formats and sizes.
  • Our Cheese range includes:  Vintage Cheddar, Extra Mature Cheddar, Mature Cheddar and Oak Smoked Mature Cheddar. Our Blended Cheese range includes: Cracked Peppercorn, Garlic & Clive, Hint of Chilli and Ploughman’s Pickle.  Our Traditional English Cheese range includes; Mild Cheddar, Mild Coloured Cheddar, Red Leicester and Double Gloucester.
  • All available in a variety of shelf ready and deli formats and sizes.
  • The milk supplied by the Island’s dairy herds is distinctively creamy.  This is one of the secrets behind the award winning taste of our range of innovative cheeses.
  • Our Vintage Cheddar is a close textured, subtly sweet and nutty cheese of character, with a very long finish that lingers in the mouth to give lasting enjoyment. Matured for up to 18 months to develop a greater complexity and depth of flavour –truly sensational.
  • Isle of Man Oak Smoked Mature Cheddar is naturally smoked over the oak chips, using a traditional cold-smoking technique, in a specially designed kiln to create an evenly smoked and balanced flavour.
  • Our Extra Mature Cheddar is luxuriously creamy, firm bodied, full-flavoured, with a smooth close texture and a very long finish. Matured for at least 15 months and graded by our experienced cheese graders, it’s an excellent addition to our range.
  • Ploughman’s Pickle Mature Cheddar is lunchtime special. Two key components of a ploughman’s is one irresistible cheese. It is hand-blended with pickle from the award-winning Hawkshead Relish Company. A Traditional, compelling and deeply delicious combination.
  • Our Mature Cheddar is a firm bodied, distinctly creamy and full-flavoured cheese with a smooth close texture. Matured for at least 12 months, graded by experienced cheese graders and forms the base cheddar for our premium speciality blended range.
  • Our Mature Cheddar Cracked Peppercorn is hand-blended with the finest cracked black peppercorns to create this speciality cheese. Showcasing our cheese makers’ artisanal expertise…distinctively delicious.
  • Our hand-blended Garlic & Chive Mature Cheddar combines the depth of flavour of our Isle of Man Mature Cheddar with the delicate taste of Chives and the more lingering savour of garlic.
  • Spiciness meets creamy richness – our Isle of Man Mature Cheddar with a Hint of Chilli features exotic red chillies to create a distinctively different cheese for the more adventurous. It’s a taste that will linger in the memory and on the tongue!
  • Isle of Man Double Gloucester is hard pressed mild, golden cheese with a firm close texture and a clean mellow, creamy flavour. A cheese to enhance any dish.
  • Red Leicester is deep in colour and smooth in flavour, has a charming character which lends itself particularly well to cooking. A favourite with all the family.
  • Our Mild Coloured Cheddar is hard pressed, firm bodied cheese that uses annatto, a naturally occurring plant extract to gives its colour. Characterised by a gentle, creamy flavour that is ideal for all the family.
  • Our Mild Cheddar is hard pressed, firm bodied cheese that is characterised by a gentle, creamy flavouring that is ideal for all the family.