The year 2024 will go down in the history books as one of the most memorable years in the rich history of Royal ERU. It was a year of celebrating the past, shaping future plans, and basking in the spotlight.
200 Years of ERU
The most significant milestone was undoubtedly the brand’s 200th anniversary. Founded in 1824, Royal ERU made sure this remarkable birthday didn’t go unnoticed. Throughout the year, ERU’s story was shared in many ways. Historical highlights were showcased, and vintage commercials were dusted off and reintroduced on social media.
The jubilee was celebrated with a grand corporate event that brought together partners, suppliers, and influencers to honor ERU’s success and look ahead to the future.
Additionally, the employees—the heart of the company—were treated to two special staff celebrations. Festivities kicked off in April with a pub quiz, team-building activities, and creative projects. Later in the year, the festivities continued during a staff party at Kasteel Montfoort.
Acquisition by St. Paul
On April 2, news broke that Royal ERU had been acquired by St. Paul, marking the beginning of a new chapter. The acquisition resulted from a strategic partnership established between the two companies in June 2023.
The Dutch company St. Paul, the largest processed cheese producer in the Benelux, ensures ERU’s future through the acquisition. “We will do everything we can to amplify the heritage, stories, and popularity of this amazing brand. We aim to further strengthen the company to preserve this quintessentially Dutch brand for generations to come. To achieve this, we are combining all the knowledge, expertise, and craftsmanship of St. Paul and Royal ERU,” said Dieter Kuijl, the new CEO of Royal ERU.
Royal ERU’s New Look
A significant change resulting from the acquisition is ERU’s fresh new branding. During the end-of-year events, both internal and external audiences witnessed the unveiling of a modernized logo. The new design reflects the brand’s rich history while offering a contemporary look. This rebranding marks an important step toward the future, positioning ERU even more prominently.
Back on the Map
The year was also about visibility for ERU as a whole and for ERU Goudkuipje. The slogan #DatLooptLekkerGesmeerd appeared on outdoor posters and digital screens in supermarkets, while ERU Balans collaborated with Brabantia for an on-pack promotion. The #SpotHetGoudkuipje campaign, featuring a car with a giant ERU Goudkuipje on its roof driving through the Netherlands, generated significant awareness.
Sub-brands like ERU Prestige and ERU Kids also made waves. Campaigns such as “Race Yourself to the Nürburgring” and the ERU Kids Back2School promotion attracted attention from various audiences.
ERU’s foodservice division was hard to miss at leading hospitality trade fairs. The brand showcased its cheeses at SIAL Paris, Gastvrij Rotterdam, and Horeca Expo Ghent. For the first time, ERU also participated in the KindVak fair, highlighting ERU Kids.
The Future
The plans for 2025 are even more ambitious. ERU aims to innovate with new flavors, target new audiences, and launch a large-scale ERU Goudkuipje campaign. What that will look like exactly remains a surprise for now. Stay tuned…
