Cheese Merchants of America, a cheese supplier to the foodservice and retail industries, has announced a change in its cheese brands: Mama Francesca is now Cheese Merchant's no. 1 premium brand and Marano Select is the company's new foodservice blended line.
According to a company press release, the new brand strategy also includes the elimination of the original foodservice brand: Cucina Andolina. Cheese Merchants Executive Vice President Jim Smart said the changes were part of an initiative to review the product lines, marketing and brands.
"We celebrated our 15th anniversary last year and took a hard look on what we've accomplished and our strategies for long-term sustainable growth," he said. "We developed the new brands to simplify the product offerings in order to better serve the changing needs of customers and the marketplace we compete in."
In analyzing the brands, CMA realized that Mama Francesca conveyed one message in foodservice and another in retail. This new brand strategy will close out the original foodservice brand, Cucina Andolina and replace Mama Francesca as the no. 1, premium brand; regardless where it is sold. "Mama Fran" contains zero additives, the release said.
In conjunction with this product consolidation, Cheese Merchants is also introducing new packaging for its cheese brands. The new brands will be introduced in the spring.