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Dairy Crest announces Cathedral City spreadable range relaunch

03/05/2016

Dairy Crest is delighted to announce that Cathedral City is launching a new extended range of Spreadable cheese. Two new variants, Extra Mature and Garlic and Herb will join the existing Mature.

The range will carry the new Cathedral City pack design, offering increased stand out on shelf. The range launch will be supported by significant levels of through the line marketing support including digital, outdoor, shopper marketing, PR and social media.

Will Hemmings, Head of Cheese Marketing, says:

“We are extremely excited by the launch of a Cathedral City Spreadable range with two new variants. We know that consumers often struggle to find an authentic, delicious tasting spreadable cheese and they have told us that our range delivers on all fronts. With years of experience in making the Nation’s Favourite cheddar, Cathedral City spreadable cheese delivers the same great Cathedral City cheddar taste and quality but in a convenient spread.”

Spreads is the third biggest cheese segment, worth £302m RSV, bought by 82 percent of all UK households, with the majority of the sector made up of Soft Cheese and Kids Spreads. Adult Spreads performance is in decline suggesting the current offering is not meeting consumer’s needs, but there is an opportunity to reverse this. The relaunch of Cathedral City’s Spreadable range and extension with two new variants will extend the choice of Adult Spreadable cheeses within a category where variety and innovation is important for driving incremental sales.

Spreadable Mature, in its new look, as well as Extra Mature and Garlic and Herb, will be available in Morrisons from 16th May 2016 and in Asda Mature will be available from 8th May followed by Extra Mature and Garlic & Herb from 25th June. The range will roll out to convenience outlets like Nisa and P&H from the beginning of May and other major retailers in the coming months.

Cathedral City, the nation's favourite cheese brand, is currently worth over £277m and bought by 58 percent of UK households. It is bigger than all other branded cheeses combined and is Britain’s 16th largest grocery brand.