From 1 March onwards, NORDMILCH is to add a new product concept to the savoury curd segment: ‘MILRAM our curd of the year’. It will be launched with the “three pepper curd” variety, enhanced with a mix of black and pink pepper and green Madagascar pepper, whipped to exquisite creaminess. It will be available for a limited period only. The aim of this new launch is to expand the company’s strong market position in the savoury curd segment. The MILRAM product strategy has paid off: bucking the general slight downward trend in sales in the sandwich spread segment, MILRAM has grown its market share to just under 40 percent in the savoury curd sector over the past years to become the clear market leader. Successful new products such as, most recently, MILRAM ChilliQuark (chilli curd) and BärlauchQuark (wild garlic curd) are one reason for this growth. From 2010 onwards, MILRAM is to go a step further. “With the ‘our curd of the year’ concept, we are launching our first ever limited edition savoury curd. Products under this umbrella will be available for one year only and will be distinguished by exclusively created flavours and particularly fine ingredients," explains Martin Ehrhardt, head of Marketing at NORDMILCH AG. MILRAM ‘three pepper curd’, with its mix of black and pink pepper enhanced with green Madagascar pepper, will be highly versatile and can be used, for example, as a sandwich spread, a dip or a side dish for hot meals and barbecue food. The content is great, and the packaging too is a joy. The striking golden design with its illustration of the selected varieties of pepper will make the product stand out in the chilled cabinet and stimulate impulse buying. The practical resealable lid will also keep MILRAM ‘three pepper curd’ fresh after the pack has been opened. From 1 March onwards, consumers will find ‘MILRAM our curd of the year’ in the chilled cabinet at a price of EUR 0.89 per 200g tub (recommended retail price). The retailer’s advantage: increased turnover and value added per unit through attractive pricing. The product launch will be supported by TV advertising spots, PR campaigns and extensive POS activities. | 
