MILRAM has history. But what truly matters is what emerges from it today – and that is exactly where the brand reveals its character: creative minds balancing numbers and ideas while always keeping the interests of different consumer generations in focus. And still following their own path.
MILRAM – market leader
That mindset is paying off. Especially in the brand’s core categories. In the cheese segment, MILRAM made an early decision to stay focused. At first, the ambition of reaching a leading position was expressed cautiously – today, MILRAM is market leader. “Since 2012, we’ve increased turnover ninefold. That wasn’t a sudden leap, but the result of focus, investment and consistent work,” says Nicole Liedloff, Marketing Director Brand Retail.
… MILRAM has achieved this in Germany. This makes MILRAM one of the top 16 brands in the fast-moving consumer goods sector.
New partnerships
A similar story can be seen with MILRAM FrühlingsQuark: for around six decades, it has remained one of consumers’ favourite dairy products. Yet every year, the category is reimagined. New flavours are introduced to keep the product exciting and relevant for both retailers and consumers. “We’re also continuing to grow in the beverage segment – despite strong competitors with huge marketing budgets. Because we don’t just react, we actively shape the market,” says Liedloff. The team keeps returning to the same questions: how do you genuinely reach younger audiences? How do you create real emotional connection rather than simply generating reach? The answer: experiment. Build new partnerships. Introduce new faces. Use new channels. Collaborations with social media influencers such as Jessie Bluegrey and Feli (FELI (@feli) • Instagram-Fotos und -Videos F E L I (@feli) | TikTok)are part of that strategy. With their reach and large followings, they help MILRAM connect with entirely new target groups. The approach is deliberate – and closely aligned with the brand itself.
Taking a stand
That also includes MILRAM’s determination to remain true to itself. One particularly visible example was last summer’s Cheese Design Edition. The packaging designs centred around themes of community and diversity sparked discussion – emotional at times, occasionally controversial. “We managed to bring our brand right into conversations happening in households across Germany – properly into them.” And that was exactly the point: to be visible, to show a clear stance and to stay memorable. The impact on brand perception and willingness to buy was noticeable.
”… be visible, make a statement and leave a lasting impression.”
On equal footing with international brands
Today, the brand reaches around 48 million people in Germany. That places MILRAM among the Top 16 FMCG brands in the country. FMCG stands for Fast Moving Consumer Goods – products that sell particularly quickly and consistently. MILRAM now stands alongside international brands such as Coca-Cola and Nivea. And yet the mindset remains clear: there is still more to achieve. New categories. New ideas. New opportunities. Behind it all is not one single success story, but a team fully committed to making it happen.
Is there such a thing as the “MILRAM touch”?
We spoke to employees to find out what motivates them.
