Cathedral City has expanded its cheese portfolio with the launch of spreadable and peelable lines.
The Mature Spreadable and Lighter Spreadable (rsp: £1.75/ 100g) lines are made with Cathedral City cheddar and are a source of protein.
They have been launched this month to bring “shoppers a new way to enjoy Cathedral City cheddar in a versatile, smooth and creamy spreadable format”.
The brand said the launch responds to growing demand for products that combine flavour, convenience and flexibility, with the range able to tap into multiple usage occasions including snacking, cooking and sharing.
“Consumers are increasingly looking for products that combine great taste, convenience and versatility, whilst fitting seamlessly into busy lifestyles,” said Georgina Thomas, director of cheese at Cathedral City. “With Cathedral City Spreadable, we’re bringing the strength of the UK’s number one cheese brand into the category, helping shoppers discover new ways to enjoy cheddar while encouraging more frequent usage.”
The launch will be supported by the brand’s new Incredible with Spreadable campaign, which will include OOH, digital and social media activity, influencer partnerships, recipe inspiration content, in-store activation and retailer-specific promotional support.
“The launch also supports our ambition to engage younger consumers through our new campaign, showcasing the versatility of the range and inspiring fresh occasions for consumption,” added Thomas.
The announcement follows news that Saputo would be selling its UK brands including Cathedral City to Lactalis, the owner of Seriously Cheddar, which also has a spreadable cheddar format.
It comes as the brand also launched Cathedral City Cheese Peelers into Morrisons last month.
The peelable mozzarella snack is made from 100% natural cheese and is designed to be “peeled, pulled and enjoyed on the go”.
Available in three-pack (rsp: £1.75) and six-pack (rsp: £2.95) formats, the line has been launched to capitalise on the growing cheese snacks subcategory.
The brand said the launch represented a “significant step” in its innovation strategy and created new opportunities to reach consumers beyond the traditional cheese occasion.
“Snacking represents an exciting growth opportunity for Cathedral City, allowing us to bring the brand’s trusted quality to new consumers and new occasions,” said Anu Watkins, marketing manager for Cathedral City. “With Cheese Peelers, we wanted to create a product that delivers great taste and convenience while bringing something genuinely fun and distinctive to the fixture.”
Cathedral City Cheese Peelers will be listed across Sainsbury’s, Tesco, Asda, Iceland, Ocado and others from September and October.
“Launching 19 October, shoppers should keep their eyes peeled for a truly fun campaign that spans OOH, social, influencer and trade,” added Watkins. “Designed to demonstrate the product experience giving adults and parents permission to play, our new nationwide campaign will drive awareness and trial.”
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