Discover (or rediscover) the world of cheese with Monsieur Gustav!

Montreal, August 16, 2021 – Starting mid-August, cheese-lovers hungry for new discoveries and newcomers to the world of cheese alike will have just one name to remember: Monsieur Gustav!

Developed and marketed by Agropur, the proud cooperative behind world-famous OKA cheese, Monsieur Gustav is a brand with a congenial personality and in-depth knowledge of fine cheese. He’s the friend who drops by with two or three cheeses for an impromptu evening of pleasant conversation and gustatory delight. And he’ll be found on the shelf at grocery stores and cheese shops across Canada soon, democratizing the often mystifying world of fine cheese.

“Monsieur Gustav is a modern, unpretentious brand that breaks with the category’s established codes,” says Hubert Théorêt, Agropur’s Marketing Director, Fine Cheese. “Its mission is to introduce new consumers to the vast world of fine cheeses, to make cheese accessible and appealing to curious shoppers. It’s an innovative brand that will bring winds of change and renewal to the marketplace.”

Monsieur Gustav is the result of the expertise, know-how and passion of Agropur’s people, who are dedicated to the proposition that fine cheeses are for everyone. ”There is so much variety at the cheese counter that it can be daunting” says Pierre-Édouard Chomette, Vice-President, Fine Cheese Business Unit. “Monsieur Gustav will guide consumers and help them choose the right cheese for their taste, their planned use and the occasion. He will make life easier for consumers at the point of purchase by providing taste descriptions on the packaging and smaller formats that encourage shoppers to try new products and are practical for snacks or to serve to guests.”

”At every stage of the brand’s development, merchants and consumers were consulted, and we listened to what they had to say,” says Stéphane Le Gal, President, Categories Canada. “With Monsieur Gustav, the world of fine cheese readily reveals all its charms.”

Monsieur Gustav’s many advantages

While each cheese is unique, Monsieur Gustav makes it easy for consumers to find their way around the cheese counter by organizing his 41 cheeses into 8 categories, each with its own colour code: a lovingly selected family of cheeses classified into 8 product lines for consumers to explore, try and enjoy!

Monsieur Gustav has done everything possible to meet the needs, tastes and desires of fine cheese neophytes, such as small formats for consumers who just want to try it and affordable prices. Monsieur Gustav likes to think of himself as the fine cheese matchmaker, and he wants to make sure it works out every time!

To start with Cheddar, it’s definitely a classic, but it’s so much more! For example, try Monsieur Gustav Chili Sriracha Cheddar: it’s an experience! Each Monsieur Gustav Cheddar has its own character: delicately smoked, marble, medium cheddar, old cheddar. Rediscover a classic cheese that doesn’t shy away from new flavours.

In the soft cheese category, Monsieur Gustav offers a variety of colours and tastes to please both eye and palate: bloomy rind, red rind , delicately veined. Monsieur Gustav makes it oh so tempting to try something new.

Monsieur Gustav’s Saint-Paulin cheese, a classic with a mild taste that goes well with so many foods, is suitable for every meal and every occasion. Have it for breakfast and experience how its taste is enhanced by coffee.

You can’t go wrong with the Raclette tasing platter either. Whether you’re preparing a dish or having a raclette party with friends, this ready-to-use tray makes life easy and delicious with its 3 detachable compartments.

Monsieur Gustav Gouda: There’s a Monsieur Gustav gouda for every taste: Gouda Light, Gouda Old, Gouda Smoke Flavoured and the spicy Jalapeño.

Blue: Perhaps the most intimidating cheese for the uninitiated. Monsieur Gustav has selected a mild blue with an appetizing creamy texture in a 100g format that makes a perfect addition to any cheeseboard. With its competitive price, it’s a great taster for anyone who wants to try an approachable blue cheese.

Swiss: Swiss cheese is a must and Monsieur Gustav always has one handy for your impromptu cheese platter. The mild taste that is the charm of Swiss makes it a cheeseboard standard.

Monsieur Gustav Havarti cheeses take their flavour ideas from the vegetable garden: creamy, fine herbs, vegetables, jalapeño, tomato basil. Slice it, dice it or melt it to enjoy the mild taste of Havarti.

Made from 100% natural cheese, Monsieur Gustav Snack cheese with no artificial colours or flavours is as nutritious as it is delicious! And it’s lactose free.

Unrivalled selection of lactose-free products

Monsieur Gustav has the largest assortment of lactose-free products. Just look for the lactose-free emblem on the front of the package. You’ll find it on Gouda, soft cheese, snack cheese and raclette.

Monsieur Gustav is determined to satisfy every taste without compromise. That’s what makes him the your ideal guide and the perfect fine cheese matchmaker.

Augmented reality: a Canadian first in fine cheese

Monsieur Gustav uses augmented reality to guide consumers through the tasting experience. Just scan the QR code on most of the packages with your smartphone to find tips and ideas about Monsieur Gustav cheeses. Try it the next time you’re at the grocery store!

The augmented reality experience meets the latest standards in the field: no app to download, fast response time, entertaining information to help shoppers make their choice.

The content will be updated for every season and occasion.

The packaging says it all

Monsieur Gustav cheeses are easy to pick out at the store. For one thing, they are colour-coded by cheese type for fast identification.

The packaging on Monsieur Gustav products is designed for visual consistency, to provide easy access to information and to facilitate choice. It’s also eye-catching on store shelves.

The visuals on each package also include a strip with additional information about the product’s specific taste to help consumers make an informed choice.

Two other distinctive features:  augmented reality and the “lactose free” emblem.

Suggested retail price from $3.99 to $12.99 depending on the size and type of cheese (prices may vary by store and province and are subject to change without notice).

More information about Monsieur Gustav

To find out more about Monsieur Gustav, visit www.monsieurgustav.ca or follow him on Facebook and Instagram.

 

About Agropur

Agropur Cooperative is a North American dairy industry leader founded in 1938. It is a source of pride to 15,000 North American farming and employee families working together in pursuit of a shared goal: “Better Dairy. Better World.” Agropur is a leading supplier of products for the industrial, retail and foodservice sectors, and also boasts an impressive roster of respected consumer brands and products. www.agropur.com