Cheesy Choices

Macaroni, potatoes, eggs, sandwiches, burgers, chicken… the list is endless, as cheese has been enhancing America’s comfort foods for decades. While cheese is an ingredient that is incorporated in a variety of cuisines and meal occasions, in recent years, health-conscious consumers have been slightly reluctant to let cheese stand alone in their diets. Its high fat and calorie content has often been viewed as an indulgence reserved for special occasions.  

However, the perception of cheese is changing, and industry observers say it is clear that consumers are ready to indulge—and spend—in the category now more than ever.  

“Let’s face it, Americans tend to love cheese,” says Elizabeth Schwartz, vice president of sales and marketing for John Wm. Macy’s CheeseSticks, based in Elmwood Park, N.J. “It appears that consumers are less concerned about the fat/calorie content in cheese in exchange for more interesting and favorable products. With so many new cheeses being imported, as well as many artisan domestic cheese options, consumers are indulging in new and exquisite flavor profiles.”  

While fat and calorie content may no longer be a top concern, observers say sophisticated shoppers will not skimp on quality when browsing the cheese case. Like other dairy categories, consumers are more willing to pay for products they perceive as higher-quality and less processed, like organic, raw-milk and grass-fed cheeses, says Sara Talcott, vice president of marketing and communications for Maple Hill Creamery, based Kinderhook, N.Y. The block, shredded, sliced and snack subcategories are attracting savvy cheese consumers as well, she adds. 

“Cheese with origin stories—artisanal-quality, small-batch, small-producer, clean label and grass-fed—are doing well, even in conventional retailers,” Talcott says. Maple Hill Creamery offers two varieties of cheese made exclusively with 100 percent grass-fed organic milk. Its series of three raw milk cheese is handcrafted for the company by Grafton Village Cheese and includes Dharma Lea Dutch (a Gouda-style aged cheese), Stone Creek Cheddar and One Year Cheddar sold in 7-ounce blocks. Fiore Di Latte Mozzarella is made for the company by the cheese artisans at Antonio Mozzarella. 

“Consumers look for high-quality artisanal cheeses with authentic flavors when they are putting together a cheeseboard,” says Jamie Wichlacz, marketing public relations manager for Green Bay, Wis.-based BelGioioso Cheese. “They are discovering new cheese varieties and sharing with their families and friends.” 

Cheesemakers are introducing items in response to the increased desire for artisanal cheeses. BelGioioso recently unveiled its artisanal cheese boutique collection La Bottega di BelGioioso, which includes hand wrapped 4-ounce cuts for attracting consumer trial and whole wheels for expert cutting and wrapping by in-store cheesemongers, Wichlacz says. The collection features Crescenza-Stracchino, American Grana, Gorgonzola with Cow & Sheep’s Milk, Provolone Extra and Peperoncino Asiago con Chili Pepper varieties. 

Consumer snacking habits continue to evolve with their on-the-go schedules. To meet the new demand, cheesemakers are offering single-serve convenient packaging as well as pairings that make it easy to have a quick snack. 

“We are adapting to the grab-and-go trend by developing individually wrapped formats of different cheeses,” says Sandy Goldberg, vice president, business development for Saputo Cheese USA, based in Lincolnshire, Ill. “As convenient snacks are being consumed between meals and sometimes as meal replacements, we’ve also added variety to our snack line by introducing flavorful, filling options such as Frigo Cheese Heads and Meat Combo Packs.” 

Jarlsberg Cheese—imported to the U.S. by Norseland, which is a subsidiary of Norway-based TINE SA—has also recognized the importance of offering quick, convenient cheese snacks. The Darien, Conn.-based company, which celebrated its 60th anniversary earlier this year, recently introduced Jarlsberg Cheese Snacks, an all-natural, portion controlled snack with only 70 calories and 5-grams of protein. 

“These individual cheese sticks are perfectly sized for snacking and travel everywhere from a meeting to a lunchbox to after school snacking,” says Debbie Seife, general manger, marketing for Jarlsberg. “These new Jarlsberg Cheese Snacks will fly off the shelves and appeal to consumers’ taste for wholesome on-the-go snacking.

“Cross merchandising trends at the cheese case include cheese accompaniments such as fanciful crackers and cheese toppings,” Seife adds. Jarlsberg Cheese Crisps, which are crunchy baked crackers made with shredded Jarlsberg Cheese, sit above the cheese case to offer consumers an option for to how to create their own cheese board or accompaniment, she says.

John Wm. Macy’s CheeseSticks also offers artisan CheeseCrisps in addition to CheeseSticks and SweetSticks. “Our products pair exceptionally well cheese, wine and coffee,” Schwartz says. “Pairing cheese with crackers and wine, which are both growing at a faster pace than cheese, will therefore help to increase cheese sales.” 

Offering innovative solutions for at-home chefs is another way for retailers to captivate consumers and boost sales. Lotito Foods, based in Edison, N.J., is looking to do just that with the introduction of its Folios line of lightly baked sheets of cheese. Folios are available in three flavors: Parmesan, Cheddar or Jarlsberg Cheese. 

“Folios, made entirely of cheese, give consumers a way to create anything—including wraps, roll ups, crispy edible bowls and chips, etc.—that are both gluten- and carb-free,” says Seife, who also does marketing for Lotito Foods. “At the same time, consumers are looking to emulate gourmet chefs at home, and Folios are the perfect solution.”