Dairy Crest has announced a summer packaging refresh for its Cathedral City sliced range in the UK.
The new packs, containing eight slices, aim to offer ‘simple summertime meal inspiration’ as consumers turn to picnics and barbecues.
Cathedral City marketing controller Jo Huergo said: “As the weather heats up our national drive to get outside and enjoy the sun with family and friends sees many seeking meal inspiration for their outdoor gatherings.
“Our new packs aim to remind shoppers that it’s not a sandwich or burger without the deliciously smooth and mellow taste of Cathedral City Cheddar.
“Cheese is used across a significant number of these occasions and its inclusion has been growing year on year. Our versatile, easy peel slices offer consumers a convenient solution for all their outdoor entertaining needs and we are confident that our distinctive new packs and SRPs will cut through on shelf to remind shoppers of this.”
Cathedral City is the UK’s highest grossing brand of cheese and is worth £259m. This is the latest in a series of new product launches by the company. Last year it introduced a snacking bar made entirely of cheese as well as a reduced fat spreadable cheese.
The new mature and lighter mature slices will be available in 150g packs with a recommended retail price of £2.
The designs will be available from 19 June to the end of August.
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