July 19, 2013
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Old Europe Cheese continues to innovate in the Brie category

EASY TO USE — Old Europe Cheese recently has introduced a rectangular 4-ounce slicing Brie. The size is perfect for small households, and the rectangular shape is convenient to slice and easier to wrap than a traditional wheel.

TIME FOR A PARTY — Old Europe Cheese is reintroducing its Party Platter Brie. Party Platter Brie, which comes in a 1.7-pound size, is formed with a hole in the middle, lending itself to all sorts of presentations and decorations. Here, melted chocolate is added to the center of a Brie wheel, which is garnished with strawberries and gingerbread cookies.

By Kate Sander

BENTON HARBOR, Mich. — To foodies, it might seem that everyone knows how to use a wheel of Brie. However, the truth is there are still many consumers who don’t know how to use Brie — they’re overwhelmed by a wheel of it or they don’t know what foods best accompany it. Old Europe Cheese Inc., based here, is aiming to change that by offering innovative packaging, shapes, sizes and added flavors, as well as recipe ideas.

“Of the Brie manufacturers, I think we’re more innovative,” says Michael Balane, national sales manager, Old Europe Cheese, detailing some of the company’s newest additions such as a layered Brie that will be officially launched within the next month. The layered Brie is a Brie torta layered with either fresh herbs or an imported five-pepper blend. It comes in 8-ounce, 16-ounce, 1-kilogram and 3-kilogram sizes.

Recently there has been a resurgence of consumer interest in flavored Brie, so the timing of the introduction makes a lot of sense, Balane says. The product also is currently is being presented to retailers. The packaging on the layered Brie will be kept simple and informative so consumers understand what they are buying.

“American consumers eat with their eyes, so the packaging includes a picture of what’s inside so they know what it looks like,” Balane says.

Because consumers like to see their food, the company also recently reintroduced Brie packaged in saran over-wrap. Not only does this cut back on the amount of packaging and give consumers a chance to see the cheese, it also gives the cheese a fresh, wrapped-in-store appearance, Balane says.

Old Europe Cheese also has had a great deal of success with its Triple Creme Brie.

The cheese has received a lot of industry recognition. Most recently, St. Rocco Triple Creme Brie was named the Grand Champion Cheese at this week’s 2013 Michigan Livestock Expo Cheese Contest, held in conjunction with the annual Michigan Dairy Expo.

For those consumers who aren’t able to use a whole wheel of Brie or who aren’t sure what to do with one, Old Europe Cheese recently has introduced a rectangular 4-ounce slicing Brie.

The size is perfect for small households, Balane says. In addition, the rectangular shape is convenient to slice and easier to wrap than a wheel. The rectangular slicing Brie also is available in 8-ounce, 1-pound and 3.5-pound sizes.

Balane says the company listens to its customers’ feedback to determine what their needs are.

“Some customers have commented that the Brie category had become kind of stagnant,” Balane says of the company’s desire to push the envelope and try some new products. “Everything we try might not be a huge hit, but we’ll keep innovating.”

At the same time, the company isn’t rushing new products but focuses on quality and food safety, says Francois Capt, general manager, Old Europe Cheese.

“We offer high quality products, and we’re proud that we are recognized for that,” Capt says.

Quality and tradition are critical to the company’s continued success, Capt continues. The company still makes Brie the old-fashioned way, using an open vat and hand cutting the curd. The plant is Safe Quality Foods (SQF) Level 2 certified and is working toward Level 3 certification.

In recent years, Old Europe Cheese installed a bakery in its plant to foster a new line of Baked Brie in Pastry.

The Brioche-type dough for the line is made from scratch at the facility, and the company has worked to perfect it.

“The freshness of the dough is amazing,” Capt says.

The Baked Brie currently comes in two varieties: Cranberry, Apricot & Almond Baked Brie in Pastry and traditional Baked Brie in Pastry.

Each Baked Brie begins with Old Europe Cheese’s Brie, which is surrounded by the fresh, hand-wrapped puff pastry that adds a homemade appearance. The fruit filling also is made in Old Europe Cheese’s bakery.

Baked Brie in Pastry is available in 12-ounce packages and Cranberry, Apricot & Almond Baked Brie is avail- able in 15-ounce packages. They are delivered vacuum-packed in gloss boxes and have a 75-day refrigerated shelf life. The boxes protect the natural golden colors of the pastry wrap and allow for merchandising in all types of coolers.

The product was launched at major retailers nationwide in the fourth quarter of 2012 and has been well received, Capt says. The Cranberry, Apricot & Almond flavor won best of class in the Prepared Cheese Foods class at this year’s U.S. Championship Cheese Contest.

Capt says the company is looking at offering the Baked Brie in a new size, such as an 8-ounce product, or in a new flavor. Old Europe Cheese also is working on a goat’s milk Baked Brie that will be introduced in a few months.

Meanwhile, Balane says the company is reintroducing its Party Platter Brie, which was first launched in 1998. Party Platter Brie, which comes in a 1.7-pound size, is formed with a hole in the middle, lending itself to all sorts of presentations and decorations including fresh fruit, crackers and flowers. In keeping with the company’s goal of making life easier for consumers, Old Europe Cheese adheres a color recipe booklet to each wheel to help give consumers ideas for how to utilize the product. For example, to make a S’more Brie, just fill the center part of the Brie with chocolate brownie frosting and garnish with white chocolate chips and chocolate wafers and there’s an instant adult version of a longtime kid favorite.

As the company has innovated in Brie, its market share has risen, Balane says, noting that the company’s sales are about evenly split between branded and private label. He says about 55 percent of the company’s cheese sales are in the Brie category.

Though Brie is receiving a great deal of attention, the other 45 percent of Old Europe Cheese’s products are flourishing as well. The company’s products include Camembert, Camembert Fermier, Edam, Gouda, Naturally Smoked Gouda, Fontina and Mantoro. While all of the cheeses do well, Balane says the company has experienced particularly strong growth with its Edam and Gouda balls in recent years as America’s ethnic markets continue to evolve. Old Europe Cheese also is working on a new Morbier-type cheese that it plans to introduce in the next three to five months.

Balane says in the coming year the company hopes to continue to increase its sales by 5 to 10 percent.

To keep up with product growth, the company continues to invest in its facilities and made several additions and upgrades to its plant this past year.

The company added a 4,000-square-foot cooler in addition to its existing cooler at the end of 2012, Capt notes. The company also constructed a new curing room for semi-soft cheeses. An adjacent room houses new cut and wrap equipment for semi-soft cheeses as well. The total addition for the projects was nearly 8,000 square feet, Capt says. The company also added a new packaging machine for Brie and remodeled its old packaging room, he adds.

Currently, the company is working on additional dry storage space.

Old Europe Cheese also is working on a revamped website. Balane says the goal is to have it go live later this year.

This past year, Old Europe Cheese partnered with a variety of customers to create marketing programs specific to each account, Balane notes.

“Instead of a one-size-fits-all approach, we engaged with our customers on what works best for their customer base,” he says, noting that in some instances a buy-one, get-one promotion fit well , while in others customized recipe booklets were beneficial. Demoing also is important, and Old Europe Cheese works with its customers to create successful demo programs.

“Successful marketing programs drive sales, and that is the ultimate goal for everyone involved,” Balane says.

CMN