Saputo Dairy UK has announced the launch of a new larger ‘sandwich sized’ format within its Cathedral City range in response to convenience demands.
From mid-April, 150g packs of Cathedral City Mature and Lighter Mature slices will transition to a Sandwich Slice format, designed to fit a piece of bread ‘perfectly’.
The transition will coincide with a distinctive new packaging design which aims to “drive visibility and articulate the unique product benefit clearly at shelf”.
Cathedral City Sandwich Slices intend to offer consumers the ultimate in format convenience.
“As the nation’s favourite cheese, our ambition is to bring consumers the ultimate ‘nation’s favourite’ (cheese) sandwich,” said Neil Stewart, Cathedral City marketing controller.
Stewart added: “Our consumer research found that the square slices currently on the market aren’t optimised for using with bread; over half of consumers revealing that they have to use 1.5-2 slices of cheese in their sandwich and almost 2/3 of our sample telling us they wanted a (cheese) slice that covers the whole slice of bread..
“In response to this demand we’re taking the bold step to migrate our full Cathedral City sliced cheese range into a larger ‘sandwich sized’ format, for the perfect fit – with cheese in every bite. As the only brand to offer this benefit, we are confident that our latest innovation will provide shoppers with the perfect solution to their sandwich needs.”
Cathedral City Sandwich Slices will launch into market from mid-April for an RRP of £2 per 150g.
Last year, Saputo Dairy UK extended its lactose free cheese range with the launch of Cathedral City Lactose Free Nibbles, in a move to offer consumers a greater choice of free from alternatives.
Following its acquisition by Canadian dairy company Saputo last year, Dairy Crest changed its name to Saputo Dairy UK.
© FoodBev Media Ltd 2020