Olper’s Launches Cheese – Aurora
Sadia Kamran covers the launch of Olper’s Cheese.
As the US dollar kept spiking against the rupee, imported breakfast essentials such as cheese became even more expensive for local consumers. Although local alternatives are available, they are not comparable to their imported counterparts in terms of quality. This led Olper’s, which terms itself a breakfast essentials brand, to launch its cheese slices and blocks as quality and cost attractive alternatives.
Olper’s has a long standing narrative about the importance of morning nutrition and has been investing in highlighting the different ways to make mornings healthier. According to Faisal Razi, Director Marketing, FrieslandCampina Engro Pakistan, “Olper’s is in a good position to build on the concept of morning nutrition with its credibility and eventually benefit the category as a whole.”
Cheese is a growing category in Pakistan, but with limited local investments so far. As a first step, the company undertook research based on understanding consumer consumption habits in this regard. Razi adds that “the unique Reason-to-Believe (RTB) what Olper’s is proposing with its cheese offerings is that one slice of Olper’s cheese is packed with the nutritional equivalent of one glass of Olper’s milk, making it an ideal complement to bread in the morning.”
Olper’s is not the only local brand to offer cheese slices and blocks. Other brands include Adams, DayFresh, and Nurpur. International brands do not offer competitive prices, but those like President and Happy Cow do have a decent penetration in the market. Olper’s has launched three competitively priced variants; Olper’s Cheddar Cheese Slices (200g) – PKR 465, Olper’s Cheddar Cheese Block (200g) – PKR 470, and Olper’s Mozzarella Cheese Block (200g) – PKR 510. These prices are attractive compared to Happy Cow slices, which are currently priced at PKR 600 and rising according to the changes in exchange rates. Prices on the…
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