Grilling cheese – not only in the summer anymore

This article is available for reading in Trade magazin 2025/5.

Miklós Rohony
export and marketing
manager
Szarvasi Mozzarella

“Although inflation and changes in raw material prices posed a challenge, the pricing strategy and promotional activities helped to maintain demand”,

explains Miklós Rohony, export and marketing manager of Szarvasi Mozzarella Kft.

Beáta Bukovenszki
head of domestic sales
Gallicoop

Beáta Bukovenszki, head of domestic sales at Gallicoop Zrt. says raw material prices for milk and milk products remain volatile, which directly affects the cost of producing grilling cheese.

“Volume sales are growing slowly, because some consumers have become more conscious and they are searching for value for money solutions”,

she adds..

Shoppers seek special products

Péter Fábián, brand manager of Savencia Fromage & Dairy Hungary Zrt.:

Péter Fábián
brand manager
Savencia Fromage
& Dairy Hungary

“Every sales channel showed growth, especially discounters. Grilling cheese is an important category because it offers a variety of ways to make cooking on the grill more colourful, and grilling cheese is easy to prepare all year round”.

According to Miklós Rohony, export and marketing manager of Szarvasi Mozzarella Kft., some consumers are receptive to innovation, while others are looking for tried and tested products. He believes it is a good idea to target those who wish to try new things as well. Premiumisation could be one of the driving forces, while in the price-sensitive segment promotions and multipack offers could bring results.

Béla Nagy
general manager
Kőröstej

Béla Nagy, general manager of Kőröstej Kft. also sees growing demand for more special flavoured grilling cheeses:

“We are happy to see that the Hajdú brand is now also available in the off-season in the stores of all our retailer partners, with a growing selection of flavours every year”.

Further expanding the palette of flavours

Kőröstej’s experience is that consumers love new flavours. As a reaction to this, in the 2025 season they are launching dried tomato and basil and tandoori spicy grilling cheeses. It is important to mention that they have also come out with limited edition flavours outside the high season – a pumpkin spice variant and an apple and cinnamon festive version – as grilling cheese is no longer just a seasonal, summer product. This season Savencia’s classic Karaván smoked grilling cheese, Grill Tallér will be available in three flavours and Grill Camembert will also hit the shops in three flavours. The weight of Karaván Grill Camembert is growing: the company is changing the 2x80g pack to 2x100g. Plus in the summer a new exotic, slightly spicy flavour combination of Grill Camembert + mango chutney sauce variant will join the well-known Grill Camembert + cranberry sauce version.

While price sensitivity remains strong in the lower price range, some recovery is already visible in the segment of premium grilled cheese