Bega takes on Kraft with Australia’s new cream cheese

Bega is taking on Kraft with a new product as the nation continues to fight to protect its right to keep popular cheese names.

A new cheese war has begun with Bega taking on Kraft with a new Australian owned and made cream cheese.

Bega’s new block and spreadable cream cheese will hit supermarket shelves next week, with the 180-year-old company dubbing it “Australia’s cream cheese”.

Bega Foods executive general manager, Adam McNamara, said the new product was made using Australian milk and cream.

“The development process has taken over 12 months. We needed that time to develop the best tasting and highest quality product we could make. And we know Australians expect great quality,” he said.

Price-wise, Mr McNamara said Bega’s new cream cheese offering would be positioned between market leading brand, Philadelphia, and private labels on the shelf.

“We think we’ve got a great Australian cream cheese offering, designed for consumers who want to purchase an Australian made and owned brand,” he said.

Fia (left) and Paige enjoy Bega's new cream cheese: Bega’s new block and spreadable cream cheese will hit supermarket shelves next week. Picture: Supplied

Bega’s homegrown offering comes as more Australians are looking for locally produced products since Covid-19 triggered global supply chain issues.

Australian Made’s chief executive, Ben Lazzaro, said more than half of Australians were more likely to buy locally-made products now.

“The pandemic brought the many benefits of buying Australian Made into sharp focus,” Mr Lazzaro said.

“A renewed focus on buying Australian and supporting local has consumers and businesses exercising their preference for Aussie products more than ever.”

Mr Lazzaro said shoppers leant towards local products where attributes such as quality, safety, health and high standards were aligned, but urged shoppers to consider the knock-on effects of all purchases.

Bega’s new cream cheese comes as more Australians are looking for locally produced products since Covid-19 triggered global supply chain issues. Picture: Supplied

“Our Aussie makers produce products made to some of the highest quality and safety standards in the world, while at the same time creating local jobs and economic activity that help to support the broader community,” he said.

“When you buy Australian Made products, you are investing in thousands of Australians at all stages of the supply chain, from the local makers and growers to wholesalers and retailers. The flow-on effects from your purchases can be huge.”

Shoppers who opt for Bega’s cream cheese will also be supporting the company’s Better Farms program, designed to help keep Australian dairy farmers moving forward.

“We’ve offered more than 600 grants over four years for infrastructure upgrades on Australian dairy farms,” Mr McNamara said.

Bega’s new offering comes after the nation’s last cheese controversy which left Kraft’s Coon cheese officially renamed, Cheer, due to the racist connotations associated with the original brand name.

Bega has dubbed its new block and spreadable product “Australia’s cream cheese”. Picture: Supplied

Australia is also still fighting to save our right to use the words feta mozzarella and parmesan.

Trade Minister Don Farrell has called on his European counterparts not to prevent Australians from using these terms as the government pursues an Australia-European Union (EU) trade agreement.

Like French Champagne, calls to ban the cheese names were based on the fact they reflect the region they came from.

Ironically, Aussie cheese companies such as Bega and King Island Dairy also use their production location as part of their identity and branding.

“Many of the migrants who came to Australia, came from places like Greece and Italy. They brought their culture with them; they also brought their food,” Mr Farrell said.

“They feel very attached to those products and one of my jobs is to explain to the Europeans just how strongly our European communities feel about their connection with those products.

“Everywhere I’ve gone, I’ve made it clear that these are important issues for Australian producers.

“We won’t agree to a free-trade agreement with the EU for the sake of it.”