Three “waves of action” can help retailers tap into up to $300 million in additional cheese sales, according to the latest “superconsumer” research from the International Dairy Deli Bakery Association.

The second phase of Madison, Wisconsin-based IDDBA’s research into superconsumers — those who purchase and drive a disproportionate share of category growth — highlights three steps retailers can take to increase specialty cheese growth:

• Wave 1: Appeal to shoppers: create meat and cheese snack packs.
• Wave 2: Convert potential superconsumers: create meal kits where cheese is the star to drive additional trips to the store.
• Wave 3: Draw in more shoppers: invest in technology to expand the market with pre-order services and coupons.