The name change is part of the Finnish dairy cooperative subsidiary’s expansion into new, innovative categories, such as plant-based cheese alternatives, as well as value-added dairy ingredients and solutions for US food manufacturers.
Starting October 1, 2020, Valio said the new name is also intended to provide a closer connection between the subsidiary and its parent company in corporate branding and messaging. Due to its recognition among consumers, Finlandia will remain the brand name for Valio USA’s cheese and butter line.
Mari Meriluoto, director of marketing and business development at Valio USA, said, “We just introduced our new, plant-based Oddlygood vegan cheese alternatives to the USA market. They taste great and melt perfectly in pizza. As we are expanding to new categories outside of traditional cheese and butter, we feel that the Valio USA name will give us more flexibility to develop a variety of innovative new products that make everyday meals extra delicious.”
Valio also makes dairy ingredients and solutions that help food manufacturers to fulfill demand for health requirements, including free from, high protein and low sugar. Valio now wants to bring these value-added dairy ingredients and solutions to the US market.
Valio manufactures lactose-free milk powders and blends in Finland, and the company said its solutions will allow food manufacturers in the region to deliver new recipes that satisfy the growing consumer trends.
In April, Valio and the North American specialty ingredient distributor Palmer Holland partnered for sales, marketing and distribution of lactose-free milk powders.
The relationship between Valio Ltd. and Finlandia Cheese dates to the 1950s when the Finlandia brand entered the US market. In 1992, Valio Ltd acquired Finlandia.