Cathedral City Nickelodeon

The Dairy Crest brand will showcase Paw Parol, Spongebob Squarepants and Teenage Mutant Ninja Turtles

Cathedral City has revamped its kids range with a new licensing deal with Nickelodeon containing a 30% less fat ‘Mild Lighter’ cheddar.

From today (10 October), the Dairy Crest brand began rolling out its updated kids’ snacking portfolio, with each SKU featuring Nickelodeon TV characters from programmes targeting the product’s target age group.

Cathedral City’s Nibbles targeting three to four-year-olds now feature Paw Patrol characters, Towers for five to seven-year-olds showcase Spongebob Squarepants, and Cheese & Toasties aim for the eight to 11-year-old market with Teenage Mutant Ninja Turtles imagery.

The relaunch will also see on-pack messaging highlighting the snacks’ source of calcium, high protein and calorie-controlled credentials in response to research conducted by the brand, which found mums wanted to feel confident about making good choices for their families.

“Our research showed parents harbour a sense of guilt for not always having enough time to offer the best snacks to their kids and feel that brands that traditionally communicate to kids tend to push unhealthy options, making them ‘the baddie’ for saying ‘no’,” said Cathedral City snacking senior brand manager Anca Lazar.

“Our range renovation seeks to address this, with a fun and appealing pack design to engage the end consumer (the child), combined with a great tasting, natural product and an improved nutritional profile, communicated transparently on pack,” she added.

“We’re excited to be partnering with Nickelodeon as we embark on this journey and are confident the new packs will resonate with families, helping capture some of the spend that is currently going into traditional ‘less healthy’ snack categories and recruit the next generation of cheese consumers.”