Dairy Crest is looking to carve out a new sub-category in sliced cheese with the launch of thick-sliced Cathedral City.
At 4mm, slices of Cathedral City Mature Thick Sliced are twice as thick as standard Cathedral City slices.
Available in a 200g pack, the thicker slices went on sale in the mults earlier this month.
Consumer research had shown there was demand for thicker pre-packed Cheddar slices, which looked more like slices consumers cut at home, said Cathedral City marketing manager Jackie Wilson.
Sliced Cheddar was a fast-growing category, driven by shoppers looking for “quick and convenient meal solutions”, she added.