Dairy Crest has tapped into the market for reduced-fat spreadables with the launch of a new flavour of Cathedral City Spreadables.
The lighter mature cheddar spreadable builds on Cathedral City’s recent brand extension, which saw the addition of extra mature and garlic and herb flavours, and features all of the flavour of Cathedral City’s regular mature cheddar spreadable but with 30% less fat.
The ‘mature lighter spreadable offers the perfect, convenient solution for the health conscious consumer’, the brand said.
The entire range – including the new lighter variant – will launch in Tesco this month, having already secured listings for its previous flavours with Asda, Morrisons and convenience retailers across the UK.
Will Hemmings, head of cheese marketing for Dairy Crest, said: “[The fact] that Tesco will be rolling out our Spreadable lines next month is testament to the passion we have for this range and the quality of the products we have achieved. The team have worked tirelessly to ensure Cathedral City Spreadable delivers the authentic Cathedral City cheddar taste and quality we are renowned for, and early consumer and customer feedback has been resoundingly positive.
“We are particularly excited to see our new variant, mature lighter spreadable, launch as a first-to-market in Tesco, further expanding the choice of adult spreadable cheeses within this category where variety is so important for driving incremental sales.”
In May, Lactalis McLelland gave a boost to its Seriously Strong Spreadables brand with the introduction of new vintage cheddar and caramelised onion flavours. The brand’s existing range of spreadable cheese included a lighter version, also with 30% less fat.
The Cathedral City brand is currently worth over £277 million with market penetration of 58%.
© FoodBev Media Ltd 2020