Kapiti Introduces “Tamariki”, The New Blue Cheese

Media Statement November 1, 2005

Kapiti Introduces “Tamariki”, The New Blue Cheese

Award-winning cheese maker, Kapiti Cheeses, is introducing a new blue cheese to the retail market.

Called “Tamariki”, Kapiti is hoping the new cheese will win over a new group of consumers to the taste and enjoyment of blue cheese.

Tamariki is Maori for child, so as the name suggests this new cheese is a gentle blue cheese designed specifically for those consumers who find traditional blues too strong and pungent.

Chief Executive of Kapiti Fine Foods Greig Shearer says Tamariki will introduce a whole new group of consumers the blue cheese category.

“It is the first new blue cheese we have introduced for almost five years, so it is appropriate that we target a new part of the market, the introductory end.

“This continues Kapiti’s long tradition of fostering and educating cheese lovers and growing the New Zealand cheese market in innovative ways.”

Tamariki has a distinctive, aromatic tang with a hint of savoury sweetness. It is a denser cheese than the strong blues, and more reminiscent of a cheddar.

Kapiti’s most celebrated blue cheeses are Kikorangi Blue and Awa Blue, both with a distinctive strong flavour.

“Cheese is a food which everyone can enjoy, and we recognise that a group of consumers are sometimes marginalised by their dislike of blue cheeses. We hope to show these consumers there is a blue suitable to their tastes. It is Tamariki.

“Over time we anticipate that having enjoyed Tamariki, some new blue consumers will graduate to the stronger blue cheeses. But we are quite happy if they don’t, and just continue to enjoy Tamariki.”

Kapiti Fine Foods’ Marketing Manager Brenda Galbraith says Tamariki was over 12 months in the development stage.

“This is a process of careful crafting, and of trial and error.

“At a recent tasting at their conference, foodwriters were impressed with Tamariki’s taste and texture, and found it a delightful ‘entry level’ blue. They dubbed it a ‘very valuable L-plate cheese for the category’. I think the foodwriters have summed it up very well.”

Brenda Galbraith explains that Tamariki is launched just as the country goes into its major season for cheese consumption – the festive season from pre-Christmas through to New Year.

“Tamariki will be a welcome addition to the cheese board, as people look to complement their traditional favourites with a new cheese experience.”

Kapiti Cheeses was the major award-winner at this year’s Champions of Cheese Awards for specialty cheeses taking five cheese titles. Its Awa Blue was released six years ago, and the now world-famous Kikorangi Triple Cream Blue much earlier. Kikorangi has become the blue of choice for chefs and consumers from Antarctica to Northern Europe

ENDS

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