BASEL: Switzerland’s biggest dairy company is trying to counter stagnating sales in its home market by getting the Swiss to eat microwaveable fondue, prompting cheese purists to cry sacrilege.
Emmi AG plans to introduce its All-in-One Fondü kit in its home market next year, Chief Executive Officer Urs Riedener said in an interview. The $15 set has been on sale since last year in the U.S. at retailers such as Kroger supermarkets. The fondue is microwaved inside the package, which then keeps the brandy-infused cheese sufficiently gooey with a tea light.
While the Swiss consume 28 pounds (13 kilograms) of cheese per person each year, more than seven times the world average, little growth is forecast for the next five years, according to Euromonitor. Meanwhile, the strength of the Swiss franc has exacerbated competition from cheaper foreign cheeses, both in the form of imports to Switzerland and visits to neighboring countries like France and Germany, where prices are lower. Emmi is bringing the iconic Swiss dish back to the old world after sales in the U.S. showed promise.
“We have to move away from that Swiss mountain chalet atmosphere, because it’s a bit old-fashioned,” the CEO said. “The trend was that fondue had become very boring and you had to have the equipment.’’
