The Definitive Retailer's Guide to Jarlsberg®: From Counter to Customer

Cheese Name: Jarlsberg®

Producer/Brand: TINE SA

Country/Region of Origin: Norway (original); also produced in Ireland and Ohio, USA

Milk Type & Treatment: Pasteurized Cow's Milk

Cheese Style: Swiss-style / "Goutaler" (Gouda-Emmental hybrid)

Aging: Minimum 3 months

1. The Quick Pitch

Elevator Pitch (2-3 sentences)

This is Jarlsberg®, a world-famous Norwegian classic celebrated for its distinctive sweet and nutty flavor. It has a wonderfully smooth, creamy texture that makes it incredibly versatile, perfect for everything from a sophisticated cheese board to the ultimate melted sandwich. It’s the approachable icon that everyone loves.

Key Selling Points

  • Unmistakably Nutty & Sweet Flavor: Jarlsberg® has a signature taste that is mild, mellow, and consistently crowd-pleasing.1 Its clean, buttery profile has a pronounced nutty sweetness, making it more approachable and less sharp than many traditional Swiss-style cheeses.2
  • The Ultimate Melter: This cheese was born from a unique cheesemaking style called "Goutaler," which combines the techniques for making Gouda and Emmental.4 This heritage gives it a superior, even melt, making it the star ingredient for fondue, quiche, gourmet grilled cheese, and burgers.6
  • A Story in Every Bite: This isn't just a cheese; it's a piece of Norwegian ingenuity. It was developed by university scientists in 1956, and the recipe remains one of Norway's most closely guarded secrets.2 This story of science and tradition adds a layer of romance that sets it apart from generic competitors.

"If you like X, you'll love this"

Use familiar cheeses to build a bridge for customers. The key is not just to compare, but to differentiate and highlight Jarlsberg's unique appeal. A customer might see the holes and immediately think "Swiss cheese," which is the perfect opening.

  • If you enjoy Emmental or Swiss cheese... you will appreciate Jarlsberg®. Think of it as the creamier, sweeter cousin. It has that classic nutty flavor and iconic "eyes," but with a softer, more supple texture and none of the sharpness or dryness you can sometimes find in traditional Alpine cheeses.2
  • If you like a mild, creamy Gouda... you'll recognize the smooth, buttery texture in Jarlsberg®. Its unique production process borrows from Gouda-making, which is why it has such a rich mouthfeel and melts so beautifully.10

2. Tasting & Sensory Profile

Appearance

  • Rind: Wheels are protected by a distinctive, inedible yellow wax rind.12 Rindless blocks are also common.
  • Paste: The interior is a pale, buttery yellow with a characteristic smooth and shiny finish.12 Its most defining feature is the scattering of medium-to-large, round, and glossy holes, known as "eyes".1 These are the signature of the special propionic bacteria working their magic during maturation.2

Aroma

The aroma is clean, mild, and inviting. It leads with notes of toasted nuts and fresh butter, with an underlying sweetness that hints at the flavor to come.1 It is pleasantly aromatic without being overpowering.

Flavor Profile

The taste is a harmonious balance of savory and sweet. The primary flavor is a distinct nuttiness, reminiscent of hazelnuts or walnuts, layered over a rich, buttery, cooked-milk foundation.3 This is complemented by a mild, clean sweetness that makes it incredibly palatable. The finish is smooth and rich, with the pleasant nutty notes lingering gently on the palate.12

Texture & Mouthfeel

Jarlsberg® boasts a semi-hard yet remarkably supple and elastic texture.10 In the mouth, it feels smooth, creamy, and satisfyingly dense. It is not crumbly or waxy, but yields easily to the bite, contributing to its reputation as a perfect slicing and snacking cheese.3

3. The Story & Interesting Facts

Sharing the "romance" of the cheese helps connect with customers and justifies its premium position.

  • A Modern Miracle: The Jarlsberg® we know today is not an ancient recipe but a triumph of modern science. It was deliberately created in 1956 after a decade of research at the Agricultural University of Norway, where Professor Ole Martin Ystgaard and his team set out to improve Gouda and ended up inventing a legendary new cheese.4
  • The Secret Recipe & The Lost History: The 1956 project was inspired by a lost recipe for a Swiss-style cheese made in the Jarlsberg county of Norway in the 1850s.2 The modern formula, particularly the proprietary propionic bacteria culture that creates the unique flavor and eyes, is one of Norway's most closely guarded secrets.4
  • Farmer-Owned, Globally Loved: Jarlsberg® is owned by TINE SA, a cooperative of roughly 10,000 Norwegian dairy farmers, connecting it to a legacy of tradition and quality.4 To meet global demand, it's also produced in Ireland and Ohio using high-quality local milk. The authenticity is guaranteed because the secret "soul of Jarlsberg®"—the bacterial culture—is still produced exclusively in Norway and shipped to each dairy, ensuring every wheel has the same unmistakable taste.4

4. Pairings & Culinary Uses

Perfect Food Pairings

  • Sweet: Fresh fruits like crisp pears, apples, sweet strawberries, and figs are classic partners.20 Also excellent with apricot or fig jam.22
  • Savory: Cured meats like prosciutto, Black Forest ham, and salami.20 For nuts, try walnuts or Marcona almonds. A classic Norwegian pairing is with thin slices of red bell pepper.22
  • Carrier: Hearty breads like rye or pumpernickel complement its flavor beautifully.22 For a neutral option, choose simple water crackers or a crusty baguette.

Beverage Pairings

  • Wine:
    • White: An off-dry Riesling is a perfect match. Lightly oaked Chardonnay, Sauvignon Blanc, and Gewürztraminer also work well, with their acidity cutting through the cheese's richness.13
    • Red: Stick to lighter-bodied reds with low tannins. A fruity Beaujolais or an earthy Pinot Noir is an excellent choice.11
  • Beer:
    • Lagers & Ales: A crisp Pilsner or Lager complements its clean flavor.27 A malty Amber Ale or Brown Ale will harmonize with its nutty notes.29 A fruity New England-style IPA is a more adventurous, but delicious, pairing.31
  • Other: Try a dry hard cider or, for a traditional Scandinavian experience, a shot of caraway-infused Aquavit.25

In the Kitchen

This is Jarlsberg's domain. Its melting quality is legendary.

  • The Ultimate Melter: This is your go-to for a gourmet grilled cheese, a bubbling fondue, quesadillas, French onion soup, or as a topping for the perfect cheeseburger.6
  • Everyday Excellence: It's fantastic sliced in sandwiches with ham or turkey, diced into salads, or simply cubed for a satisfying snack.10
  • The Wellness Surprise: Here’s a fun fact to share: a recent Norwegian study found that Jarlsberg® is uniquely rich in a form of Vitamin K2 that may contribute to improved bone health.11

5. Cheesemonger Quick Guide

Evocative Words

Have these powerful adjectives ready to describe Jarlsberg®:

  • Nutty
  • Sweet
  • Mild
  • Creamy
  • Buttery
  • Smooth
  • Supple
  • Versatile
  • Approachable
  • Classic

Sample Phrases to Use with Customers

  • To introduce: "Here’s a world-famous classic from Norway. It has a fantastic story and an even better flavor—it’s the original Jarlsberg®."
  • To describe flavor: "You'll notice it has a wonderful balance of sweet, nutty flavors—almost like hazelnut—and a rich, buttery finish. It’s much creamier than a typical Swiss."
  • To suggest a use: "This would be incredible for a fondue night. Or, if you want to make the best grilled cheese of your life, this is the secret—it melts like an absolute dream."

Cheesemonger Alert: The Rennet Question

Information on the type of rennet used in Jarlsberg® can be conflicting. Some sources state animal rennet, while some major retailers list microbial (vegetarian) rennet.10 Production methods can vary between facilities in Norway, Ireland, and the USA.

Your expert protocol: Always check the ingredient list on the specific wheel or package you are selling. This is the only way to give a vegetarian customer a 100% accurate answer and maintain their trust.

Works cited

  1. Jarlsberg? - Norseland, Inc., accessed September 3, 2025, https://www.norseland.com/brands/jarlsberg
  2. Jarlsberg: Norwegian Cheese with Holes (Origin & Tasting Guide), accessed September 3, 2025, https://thecheeseatlas.com/cheese-profiles/jarlsberg/
  3. What is Jarlsberg Cheese? - Cheese.com, accessed September 4, 2025, https://www.cheese.com/jarlsberg/
  4. Q&A - Jarlsberg, accessed September 4, 2025, https://www.jarlsberg.com/articles/qa
  5. Our Story - Jarlsberg, accessed September 3, 2025, https://www.jarlsberg.com/about
  6. Discovering the Allure of Jarlsberg Cheese: A True Culinary Delight - Charqute, accessed September 3, 2025, https://charqute.com/blogs/news/discovering-the-allure-of-jarlsberg-cheese-a-true-culinary-delight
  7. All Kinds of Special - Jarlsberg, accessed September 3, 2025, https://www.jarlsberg.com/articles/all-kinds-of-special
  8. ~Jarlsberg! - Oh Bite It, accessed September 3, 2025, https://www.ohbiteit.com/2019/05/jarlsberg-3.html
  9. Jarlsberg Cheese Recipe Norwegian Style Cheesemaking, accessed September 4, 2025, https://cheesemaking.com/products/norwegian-style-cheese
  10. Jarlsberg Cheese | culture: the word on cheese, accessed September 3, 2025, https://culturecheesemag.com/cheese-library/Jarlsberg
  11. Why Jarlsberg Cheese Is More Newsworthy than Ever, accessed September 3, 2025, https://www.cheeseprofessor.com/blog/jarlsberg-cheese
  12. Jarlsberg cheese - Wikipedia, accessed September 4, 2025, https://en.wikipedia.org/wiki/Jarlsberg_cheese
  13. Jarlsberg Cheese of Norway, accessed September 3, 2025, https://www.ilovecheese.co.uk/european-cheeses/jarlsberg-cheese-of-norway/
  14. The Blend That Makes Jarlsberg Cheese One-Of-A-Kind, accessed September 3, 2025, https://www.tastingtable.com/1186188/the-blend-that-makes-jarlsberg-cheese-one-of-a-kind/
  15. Jarlsberg – a mild, sweet, nutty cheese, accessed September 4, 2025, https://www.murrayscheese.com/dp/jarlsberg
  16. Jarlsberg vs Swiss: What's the Difference? - AnyCheese, accessed September 3, 2025, https://anycheese.com/types/jarlsberg-vs-swiss/
  17. Jarlsberg Cheese - Cheese Etc. The Pangbourne Cheese Shop Reading, accessed September 3, 2025, https://cheese-etc.co.uk/cheese-shop/cheese/hard-cheese/norweigan-hard-cheese/jarlsberg-cheese/
  18. Norseland, Inc., accessed September 3, 2025, https://www.norseland.com/
  19. www.jarlsberg.com, accessed September 3, 2025, https://www.jarlsberg.com/articles/qa#:~:text=Jarlsberg%C2%AE%20has%20its%20origins,TINE's%20own%20factory%20in%20Norway.
  20. Recipes - Jarlsberg, accessed September 4, 2025, https://www.jarlsberg.com/recipes
  21. Jarlsberg Cheese and Pears: A Simple Cheese Course - SippitySup, accessed September 4, 2025, https://www.sippitysup.com/jarlsberg-cheese-and-pears-a-simple-cheese-course/
  22. Your favorite way for Jarlsberg...? : r/Cheese - Reddit, accessed September 4, 2025, https://www.reddit.com/r/Cheese/comments/1l7469f/your_favorite_way_for_jarlsberg/
  23. Guide to Cheese Pairings - Blue Hill Co-op, accessed September 4, 2025, https://bluehill.coop/guide-to-cheese-pairings/
  24. Cheese Accompaniments - Cheese Guide - iGourmet, accessed September 4, 2025, https://igourmet.com/blogs/gourmet-food-guide/cheese-accompaniments-cheese-guide
  25. Jarlsberg Cheese: Everything You Need to Know, accessed September 4, 2025, https://www.cheesehouse.com/cheese/jarlsberg-cheese/
  26. Jarlsberg - W3 Wine School, accessed September 4, 2025, https://www.w3wineschool.com/cheese_jarlsberg.php
  27. Pairing Cheeses with Wine and Beer - Marcella The Cheesemonger ACS CCP, accessed September 4, 2025, https://www.marcellathecheesemonger.com/2008/08/10/pairing-cheeses-with-wine-and-beer/
  28. Beer and Cheese Pairings - Wisconsin Cheeseman, accessed September 4, 2025, https://www.wisconsincheeseman.com/blog/entertaining/beer-cheese-pairings-recipes/
  29. How to Pair Beer & Cheese, accessed September 4, 2025, https://www.cheesesexdeath.com/blog/how-to-pair-beer-amp-cheese
  30. How to Pair Artisan Cheese with Wine, Beer, and Other Beverages, accessed September 4, 2025, https://www.shepherdspurse.co.uk/blogs/news/how-to-pair-artisan-cheese-with-wine-beer-and-other-beverages
  31. Pairing Beer and Cheese - BrilliantStream, accessed September 4, 2025, https://brilliantstream.com/2019/10/pairing-beer-and-cheese/