An expansion of its popular cheese snacking brand, Cathedral City Selections. The new pack will include four individually wrapped pieces of Red Leicester and Double Gloucester cheeses, as well as six pieces of the Nation’s favourite cheddar, Cathedral City Mature.
The launch takes the Cathedral City brand beyond Cheddar for the first time, with the addition of two British cheese favourites: Red Leicester is the most popular regional cheese with 67% value share, bought by more than one in four UK households, while Double Gloucester holds 17% share and is enjoyed by almost one in five Households.
The new cheeses within the British Cheese Variety pack are carefully selected by Dairy Crest’s Master Cheese Graders, ensuring the same accessible, rounded and full-flavoured profile that Cathedral City consumers have come to know and love.
Elaine McCague, Cathedral City Marketing Manager says: “The launch of Cathedral City Selections British Cheese Variety is an exciting range extension for Dairy Crest. These varieties (Red Leicester and Double Gloucester) have a combined worth of £113m (Kantar Worldpanel 52we 17 Aug 2014) and have not yet been fully exploited as snack offerings. We believe that Cathedral City Selections is well placed to bring this excitement and variety to the in-home adult cheese snacking market and that the new offering will help attract new shoppers to the range.”
The adult cheese snacking market is now worth £19.2m and is enjoying year on year growth of 24.8%. Cathedral City Selections currently holds 17% share of this Adult market and has seen strong value sales growth over the last year to reach £3.3m.
Cathedral City Selections British Cheese Variety launched in October in Asda and Morrisons with a MRSP £2.99.