The Development of the Kerrygold Product Portfolio

The British market had, since the industrial revolution, been the main outlet for Irish butter, which was shipped in bulk form for blending purposes. European markets were closed and, with low quota access to the UK, An Bord Bainne (The Irish Dairy Board) concentrated on the establishment of other markets for Irish dairy products elsewhere in the world. New markets for Irish dairy products were found in Malta, Trinidad, the Middle East, the Gulf States, the Americas and South America.

In 1961, the Board commissioned a special report on the UK market. Consequently, a number of marketing plans were prepared, including the creation of an export brand. With specific objectives set, the choice of test area for the brand launch was largely determined by the limitation of product availability and UK quotas set. Kerrygold was the brand name chosen for the exclusive export of butter of Irish origin. The brand was successfully launched in the North West, Winterhill, area of England in October, 1962.

Following Ireland’s accession to the EEC in 1973, the brand was gradually introduced into other member states. In 1973 Kerrygold butter was launched in the North Rhine WestPhalia region of Germany and national distribution achieved in 1982. Today, Germany continues to be an very important consumer market for Kerrygold, where it is the leading butter brand.

The Kerrygold brand today can be found on supermarket shelves in over 60 countries worldwide, from China to Chile, Sweden to South Africa, Australia to the USA, as well as in markets closer to home such as Greece, Belgium and Spain. Kerrygold has become Ireland’s only truly internationally known food brand.