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,” Smart 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 2010, Cheese Merchants of America (CMA) moved into the retail grocery trade with the launch of Mama Francesca. Mama Francesca is a line of shakers that offer pure cheeses or shakers infused with cheese and spices. Mama Fran contains zero additives.
Marano is the town in Italy where Nonna Francesca was born and raised. In selecting this name, CMA chooses to continue to honor the heritage and tradition that was the inspiration for starting the company.
In conjunction with this product consolidation, Cheese Merchants is also introducing new packaging for its cheese brands. Both Mama Francesca and Marano Select will now be available in packages with fully printed bags that are more in line with the re-marketing of the brands. These changes will provide a longer shelflife and better protection for finished goods. “The packaging is not only stronger, we’ve also dressed up the logos so they’re more attractive and professional looking,” Smart noted.
“We are very pleased with the new direction of our product lines, and we feel strongly that our customers will appreciate the new look and brands, in addition to enjoying the same great flavored, consistent cheeses that they have grown accustomed to the past 15 years.”
Smart stated that the new brands will be introduced Spring 2014.