Dairy Crest is extending its use of 550g formats for Cathedral City following the success of the 550g Mature Cheddar packs it launched in March.

The brand’s Mild Cheddar goes on sale in 550g packs in Asda this month (rsp £6.49), while 550g packs of Mature Lighter will roll out to both Asda and Waitrose (rsp £7.29).

Larger packs helped deliver incremental value to the category, said Cathedral City marketing boss Elaine McCague.