The Challenge
OMSCo is the Organic Milk Suppliers Cooperative, formed in 1994. Today, it is the largest and most established organic milk supplier in the UK, accounting for around 65% of the market.
As well as supplying raw organic milk, OMSCo also supplies a range of organic bulk dairy ingredients: cream, skimmed milk powder, liquid skimmed concentrate and butter.
A few years ago, OMSCo, in collaboration with Organic Valley, spotted an opportunity to develop an organic branded cheddar for the USA market – the result being Kingdom Cheddar, the first and only European cheese to be certified organic by the USDA.
The Strategy
In this commercial and category services project, we came up with several initial brand concepts, though our research into the American market led us to settle on a ‘merlin-esque’ positioning, emphasising British Provenance and the historical myths and stories US consumers associate with Britain.
Our FMCG consultants have been supporting the brand ever since, designing the packaging, and assisting with shopper and trade marketing for the brand for over 3 years.
