ICONIC DUTCH BRAND SECURED FOR THE FUTURE
This summer, Royal ERU was acquired by the Dutch company St. Paul, the largest producer of processed cheese in the Benelux. This acquisition, which follows the strategic partnership formed between the two companies in June 2023, marks the beginning of a new era for Royal ERU. This year, the brand celebrates its 200th anniversary, and thanks to this acquisition, its future is secured. “We will ensure that Goudkuipje continues to grace Dutch tables for many years to come.”
In 2024, Royal ERU celebrates 200 years of history, with its flagship product, ‘Goudkuipje,’ marking 65 years of success. It is the perfect moment to honour the rich history of this royal brand, as Dieter Kuijl, CEO of both Royal ERU and St. Paul, emphasises. “There couldn’t be a better time. We are committed to highlighting the heritage, stories, and popularity of this beloved brand. We will further strengthen the company to ensure this iconic Dutch brand is preserved for the future, combining all the knowledge, experience, and craftsmanship of St. Paul and Royal ERU.”
The Future
Royal ERU, originally founded in 1824 as a cheese trading company, will continue to exist as both a brand and organisation. Dieter Kuijl comments, “We will do everything in our power to ensure Goudkuipje remains a staple on Dutch dining tables for years to come. To achieve this, we will return to the core strengths of the business. Production of our processed cheese will remain in Woerden, but of course, we are exploring opportunities for optimisation and expansion. St. Paul has extensive technical knowledge of the production process, and we will certainly apply this to Royal ERU. Additionally, we will explore other areas where we can complement each other. With this acquisition, we now control the entire supply chain of processed cheese, from production to the end customer. This allows us to meet the diverse needs of consumers, the out-of-home sector, and the food industry.”
Product Innovation
“ERU is now part of a larger entity, which opens up unique opportunities. But this also requires bigger thinking. We will make strategic decisions fitting for a premium brand. This includes expansion into international markets and collaborations with other top brands like McDonald’s and Mora. The focus will be on product innovation, with new flavours and products for both Royal ERU and St. Paul.”
Next Generation
Alongside optimising the production process and driving product innovation, the reputation of the ERU brand will also be a key focus. Audrey van Ham, Marketing Manager at Royal ERU and St. Paul, says: “The brand has been around for 200 years and has not been awarded the Royal Warrant without reason. We will return to the brand’s core values, with deep respect for the company’s authenticity. Royal ERU has a large fan base, which we plan to grow further. We will draw on the rich 200-year heritage, highlighting key moments like the iconic ‘they melt the cheese’ commercial, all with a fresh new look. We are launching a bold 360° marketing campaign. Consumers will recognise the brand but will also see that we are ready for the next generation.”
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