CATHEDRAL CITY LAUNCHES NEW LOOK SNACKING RANGE
UK cheese brand, Cathedral City, is completing a £10 million brand relaunch with the introduction of a new look Cathedral City snacking range.
The new packaging of the snacking range will be on shelf this month.
The adult snacking market, worth £24m, is growing at 1% year on year and represents a growth opportunity for Cathedral City and the cheese category.
Recent consumer research has highlighted that, although consumers liked the old Lunch Pack and Dip&Go! packaging, it
did not communicate clearly to consumers the content of each pack.
The new look range of snacks incorporates Cathedral City with Crackers & Pickle, and Cathedral City with Pickle, now clearly outlining what pack contents.
Cathedral City Mature Minis and Snackpack, will also feature the brand’s new-look packaging to complete the range.
Following in the footsteps of the Cathedral City blocks, the new look snacking range will use the new logo and a deeper burgundy colour, which was adopted across the brand in November 2009.
The new look snacking range hopes to increase the brand’s quality credentials, ensuring the range stands out on shelf and provides the consumer with an informed choice.
Laura Downey, Dairy Crest Head of Marketing, Cheese, comments:
“Since our relaunch last November, we have experienced strong growth for Cathedral City and the category as a whole.
Cathedral City has grown in value by more than £18m to £222m. Snacking presents an opportunity for even further growth, particularly as our range fills the gap in the market for natural unprocessed cheese snacks for adults.
The new range has clear, on-pack communication, and together, partnered with Cathedral City’s quality credentials, gives a stronger presence in store and will enable us to appeal to a wider audience.”
Cathedral City is currently being supported by TV, radio and press advertising, as well as an on pack promotion and a new master brand website.
An extensive PR campaign will continue to highlight the brand’s taste messaging and maximise the on-pack promotion, new website and advertising.
Cathedral City, is currently worth over £221m, increasing in sales by 15% year on year.
To visit the brands website click here.
