Saputo-owned Dairy Crest has launched a lower-calorie Cathedral City cheddar line as it looks to offer consumers a more permissible way to incorporate cheese into their diet.
Called Cathedral City 82, the “smooth and creamy” cheeses contain 82 calories per 30g portion and are said to be high in protein.
Dairy Crest said the launch aims to reframe health within the cheese sector, moving focus away from ‘reduced fat’ towards a more permissible calorie messaging.
“Health as a reason for food choice continues to grow, but for many there is still a perception that ‘lighter’ products will compromise on taste,” said Nigel Marchant, Cathedral City marketing controller.
“We’ve seen a more recent shift in government, retailer and consumer focus towards calorie reduction, and in response, a rise of calorie-based product propositions in other grocery categories such as ice cream, which are successfully changing consumer perceptions of ‘lighter’ offerings in their respective sectors.
“Cathedral City 82 aims to leverage this trend to offer consumers a healthier cheese that tastes great and that, at 82 calories per portion, they can readily incorporate into their daily diet.”
Cathedral City 82 has launched as a nine-month exclusive in Tesco stores in the UK in three formats: block (200g, £2.25), big slice (150g, 5 x 30g slices, £2) and grated (180g, £2).
Canadian dairy company Saputo acquired Dairy Crest earlier this year for approximately £975 million, in a move to expand its international presence and enter the UK market.
For the year ended 31 March 2018, Dairy Crest had revenues of approximately £456.8 million and profit after tax of £149.5 million.
Following the completion of the deal, Tom Atherton, Dairy Crest deputy chief executive and group finance director, was appointed president and chief operating officer of Saputo’s Dairy Division (UK).
© FoodBev Media Ltd 2019