Cathedral City has entered the chilled pizza category with four stone-baked SKUs.
The cheddar brand has launched Margherita, Ham & Cheese, Pepperoni and Garlic Chicken pizzas (rsp: £3.95) in an exclusive partnership with Morrisons.
All lines are made from stone-baked bases, Cathedral City cheddar, mozzarella and “premium toppings”, and will be available from 7 October.
“Cathedral City is a brand synonymous with great-tasting cheese, and we know consumers are increasingly looking for convenient meal solutions that don’t compromise on flavour,” said a brand spokesperson. “Pizza is one of the UK’s most-loved sharing occasions, making it a natural space for the brand to enter.
“By combining a stone-baked base with generous amounts of Cathedral City cheddar, we’ve created a range that helps make pizza night even better.”
The launch represents a “significant step” in the brand’s expansion strategy, extending the brand into a new lunchtime and evening meal occasion.
It builds on the success of Cathedral City’s ready meal range, which was expanded earlier this month with the launch of a Bacon Mac & Cheese.
The launch will be supported by a dedicated shopper marketing and digital activation plan, designed to drive awareness, trial and engagement with consumers both in-store and online, Cathedral City said.
It added that the campaign would help to showcase the range, encourage purchase and strengthen the brand’s presence in chilled pizza.
Last month it was announced that the Cathedral City brand and the rest of the Saputo UK business was to be bought by Lactalis for around £1bn. The deal includes five manufacturing facilities and a stable of UK brands that includes Cathedral City, Wensleydale, Davidstow, Clover and Country Life.
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