Dairy Crest’s cheese brand Cathedral City has extended its block cheddar range with the introduction of three new flavoured varieties.
The new 180g blocks of cheddar are available in smoked, caramelised onion and sweet chilli varieties. After first launching in Asda, the products will be rolled out in supermarket chains Sainsburys and Morrisons this month, and Tesco next month. They have a recommended retail price of £2.50.
“The range has been developed in response to consumer interest in new and exciting flavours, with 41% of cheese users in a recent Mintel survey saying they would be interested in trying cheese with unusual flavours,” Cathedral City said.
Brand marketing manager Elaine McCague said: “Consumers today are looking for meal inspiration and excitement to add interest and variety to everyday eating occasions. While the market for flavoured cheese remains relatively small, it is seeing growth ahead of the market as more people become open to experimenting.
“We believe that our Cathedral City brand has the credibility to entice new users to try flavoured cheeses, and the ability to take flavoured cheddar beyond the cheeseboard and into everyday meal occasions – bringing variety to sandwiches, light meals and cooking. This presents a very real growth opportunity both for the category and for Cathedral City.”
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