Brazil’s role is to educate consumers on the wide varieties of Greek cheeses and help encourage more consumers to experiment with Greek home cooking.
Joshua Van Raalte, chief executive at Brazil, said: ‘Greek cooking is a relatively untapped market, and we have created a completely integrated campaign that will bring this new brand to UK supermarkets.’
Futura Foods aims to widen the appeal of Greek cheeses with the Yamas range, which will be stocked by Tesco, Morrisons and Ocado.
According to Futura Foods research, halloumi and feta are the second and fourth fastest growing European cheeses in the UK respectively, with sales worth £14.5m in 2010-11. Despite this, only 11 per cent of British households regularly buy feta and less than five per cent regularly buy halloumi.