Dairy Crest is launching a new Cathedral City sub-brand to drive consumption of its Cheddar as a snack for adults.

Selections, which go on sale in the mults from mid-August, are bags of 14 individually wrapped pieces of Cheddar in mature, extra mature and a variety pack, which also contains Vintage 20 (rsp: £2.99). The launch is being supported with an above-the-line campaign from October, and press and sampling activity.

Marketing manager Jackie Wilson said many adult cheese snacks were on-the-go products, but Selections was targeted at in-home use. She added Dairy Crest had researched confectionery packaging to design a cheese product made for easy snacking.