Scan Magazine | Culinary Profile | Jarlsberg
Jarlsberg is the perfect cheese for a convenient, comforting or celebratory toastie.
Toastie takeover Jarlsberg has been a staple in Norwegian homes for over half a century, but the nutty, round and mild-flavoured cheese is becoming increasingly popular outside of Norway, also. It is already a regular feature on supermarket shelves around the world, and now, it’s aiming to conquer the toastie. By Alyssa Nilsen | Photos: Jarlsberg
Since its humble beginnings in the Norwegian village of Ås in the 1950s, Jarlsberg has become a Norwegian national treasure and a world-wide success. Invented by professor Ole Martin Ystgaard, the cheese is the result of a research project at the Dairy Institute of The Agricultural University of Norway. Though internationally famous for its flavour, its characteristically round holes and its compatibility with a multitude of foods, there are still new mar-
kets for Jarlsberg to conquer. Current ambition: replacing cheddar and other cheeses as the go-to cheese for toasties, or, as they’re known in America, the grilled-cheese sandwich. With its unbeatable ability to melt perfectly into stretchy goodness, Jarlsberg is as essential in a toastie as it is on the breakfast table. “It’s a cheese full of history and tradition,” says international marketing manager Silje Lindborg. “But this time, we’re reaching out to younger people.”
A humorous approach True to tradition, Jarlsberg is using humour in its quest for a piece of the toastie market. Through a series of videos, all in line with the brand’s famously cheerful and colourful style, Jarlsberg shows how a Jarlsberg cheese toastie isn’t just delicious and tasty; it’s also the perfect comfort food, whether you’re dealing with a break-up, injuries, bad decisions or the dog next door. And of course, it is just as appropriate for celebrations, as a snack, or enjoyed on the sofa snuggling up under a blanket. Aimed towards social media – and primarily Instagram – the Jarlsberg content is designed to stand out among other posts on people’s feeds. Each endearing video is a little story from everyday life, each making people a little bit more aware of Jarlsberg’s versatility, all in an entertaining, enticing and informative way – and, of course, inspiring creativity in the making of toasties, with recipes and tips. Read more about the Jarlsberg toastie campaign and watch the videos at: www.jarlsberg.com Instagram: @jarlsberg_
22 | Issue 135 | April/May 2020