In 2020, Bel Brands USA’s eponymous cheese spread, Merkts, marked 70 years as a consumer staple. Especially for people in the Upper Midwest, serving Merkts Cheese Spread has been a long-standing tradition at barbecues, tailgates, and picnics. Despite consumers’ appetite and nostalgia for Merkts spreadable cheese, the Little Chute, Wis.-based brand faced challenges.
Over the years, Merkts success spurred competitors to enter the market. Consequently, competitors’ packaging often imitated Merkts brand on the shelf. While the pandemic wasn’t the catalyst for the brand’s challenges, as consumers made more trips to the grocery store, Merkts aimed to make its cheese spread stand out from other brands.