US dairy checkoff partners with pizza majors to drive cheese sales

Most of the cheese will be used internationally by a pizza chain that has opened its sourcing to US-based cheese suppliers. The company is set to leverage strategic support from the checkoff in the shape of an advertising and marketing campaign commencing this month and running through March 2024. “Pizza remains a largely untapped opportunity in many global markets where it is often consumed about once a year,” DMI stated. “With consumer tastes rapidly shifting, it is a timely opportunity to support pizza growth internationally.”

In the US, DMI is working with Domino’s has added its Pepperoni Stuffed Cheese Bread to the chain’s full-time line-up of stuffed breads. The product was developed through consumer research provided by DMI and the checkoff is also planning to work with the pizza chain on an enhanced loyalty program designed to drive pizza and cheese sales.

In addition to DMI, the efforts with Domino’s were supported by state and regional checkoff organizations American Dairy Association Mideast, Midwest Dairy and the United Dairy Industry of Michigan.

Globally, Taco Bell has added the Grilled Cheese Burrito – which was created alongside the checkoff’s on-site food science team – to its permanent menu, while McDonald’s McFlurry line-up added new flavors, also in support with DMI’s marketing and food science teams.

Barbara O’Brien, president and CEO of DMI, commented: “The checkoff’s relationships have always been an underpinning of our plan and our partners understand the challenges our farmers face with rising input costs that affect their bottom line. “They are stepping up with innovative ways we can collaborate to drive more sales of US-produced cheese on their products.”