The total spreadable cheese market (excluding soft white cheese) is now worth £139m and the category is in value and volume growth (+1.0% and +1.5% respectively). The adult spreads category shows strong growth (+6.4% value & +7.3% volume) ahead of the total spreads market (Nielsen 52 w/e 07.12.13).
“Cathedral City Spreadable addresses the strong consumer demand for an authentic-tasting cheese spread made with Cheddar that’s suitable for the whole family,” said Laura Sheard, Cathedral City marketing manager. “As the nation’s favourite cheese brand, the great taste and quality credentials of Cathedral City Cheddar will attract new shoppers to the category, ultimately driving growth.”
The launch will be supported by a £1.3m+ advertising spend, including TV. MRSP is £1.71 for a 125g tub.
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