Publix Deli Debuts Own-brand Specialty Cheeses

Publix Super Markets's Publix Deli retail business unit has launched a line of domestic and imported specialty cheeses in December. The new items are the first-ever store brand specialty cheeses from the retailer.

The domestic varieties are Publix Deli Swiss, Publix Deli Goat Cheese, Publix Deli Asiago, Publix Deli Brie and Publix Deli Cheddar. Imported offerings consist of Publix Deli Italian Parmigiano-Reggiano, Publix Deli Spanish Manchego, Publix Deli French Brie and Publix Deli Italian Pecorino Romano. In addition, Publix said it plans to launch six additional varieties in January and early February, with domestic varieties to include Publix Deli Parmesan, Publix Deli Mozzarella Balls and Publix Deli Mozzarella Logs and imported offerings to include Publix Deli French Brie, Publix Deli Danish Blue and Publix Deli French Camembert.

The Publix Deli retail business unit sent representatives overseas to the best cheese-producing regions of the world, the retailer said. There, associates watched products being made, met with manufacturers and sampled dozens of cheeses. To determine which store brand specialty cheeses to launch, the team incorporated customer focus group feedback, along with their overseas experience and knowledge.

Publix said it designed enhancements to its program that will help customers better understand specialty cheeses, including the basic types, the uses of each and how to pair them with wine and other accompaniments. Publix customers will have an opportunity to learn more about the company’s specialty cheeses through the weekly sale ad, publix.com and FamilyStyle and Grape publications, as well as Apron’s Cooking School presentations and recipes and in-store promotions featuring master cheese-makers and wheel-cracking events.

“Our customers have told us that they are interested in exploring new cheeses with unique taste and flavors,” said Maria Brous, director of media and community relations for Lakeland, fla.-based Publix. “With 15 varieties, we have a flavor profile for every customer, from the novice to the cheese connoisseurs. Our goal is to have trained associates share their passion for cheese with their customers.”