Trial packs of Cathedral City Cheddar are being introduced by Dairy Crest as part of a range of new packaging options for the brand.

The 80g packs (rsp: 99p) will be launched in Sep­tember for four of Cathedral City's flavours mature, extra mature, mature lighter and Vintage 20.

The company hopes the smaller pack size will make it easier for shoppers to sample flavours and attract new shoppers to the cheese category. "Driving consumers into these formats will increase penetration and frequency for the whole category," said Laura Downey, Dairy Crest head of marketing for cheese.

Currently the smallest standard pack size offered for Cathedral City is 200g.

The dairy is also replacing 400g packs of Cathedral City extra mature and mature lighter cheese with 350g packs.

From 8 August it is launching a 350g pack for its Vintage 20 Cheddar exclusively in Tesco stores.