Dairy Crest is set to unveil two new spreadable cheeses aimed at adults under its Cathedral City brand.
Extra Mature and Garlic & Herb will join its existing Mature variant, which launched in January 2014 as part of a move to deliver ‘authentic’ tasting cheese in a spreadable format.
The 125g tubs (rsp: £1.49) will appear in Morrisons on May 16 and Asda on 25 June.
“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,” said Dairy Crest head of cheese marketing Will Hemmings.
“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.”
The launch will be supported by digital, outdoor, shopper marketing, PR and social media activity.
It comes as Dairy Crest rolls out a £4m revamp for the brand, which will see it introduce new pack designs across the whole Cathedral City range “under one unified masterbrand look”, it said.